In the increasingly competitive automotive market, it is obviously unlikely that one brand will rely on only one brand to stabilize its share in the market, so we can see that in recent years, car companies have actively developed new sub-brands in addition to maintaining the original brand model lineup. FAW-Volkswagen has shown the market a very successful case. In 2019, FAW-Volkswagen officially released a new sub-brand - Jetta, the first model was listed in September, and then began to climb the road, with a cumulative terminal sales of 155,000 vehicles in 2020, which can be said to be a successful step for a new car brand. In the last month of 2021, the Jetta brand delivered an excellent performance of 19,356 vehicles, with annual sales of 169012 units, an increase of 8.9% year-on-year.
The positioning of the Jetta brand is different from Volkswagen, the Jetta brand is for young consumers, after all, the purchasing power of this part of the population is not strong, and the lower purchase threshold compared to Volkswagen can definitely make it more recognized. Accurate market positioning has enabled Jetta to gain the recognition of 370,000 car owners in two years, becoming the fastest growing new brand in recent years. So what are the factors behind the success of the Jetta brand?
The first is the appeal of the jetta's golden signboard. Before becoming a sub-brand, "Jetta" was a household name as a family car owned by Volkswagen, and with its durable leather and fuel-saving characteristics, it was warmly sought after by consumers, and both word of mouth and popularity were historical levels. Nowadays, jetta has changed from a car to a brand, and the reputation of the past is more or less inherited, compared with other car companies that build brand image from scratch, the Jetta brand has indeed taken a shortcut.
The second is the perfect product layout, jetta brand for the domestic consumer car environment, launched VS5, VS7, VA3 three models, covering the car and SUVs this 100,000 level of market segments. At the same time, the products are also constantly innovating, at the Guangzhou Auto Show, launched the Jetta VS7 second anniversary custom version, in the shape of the use of matte paint for painting, and with blackened mirrors, wheels and car logo, the sports atmosphere is more prominent, the interior is covered with fur material, with blue trim, the effect is also very brilliant.
Jetta brand backed by volkswagen group, which allows it to get enough technical support, with jetta VS5 as an example, the vehicle is produced in FAW-Volkswagen Chengdu factory, there is no doubt that it belongs to the Ashkenazi lineage, and the technology platform is also based on the latest MQB modular architecture, in the vehicle technical specifications, quality control, safety performance, handling performance and other aspects are in line with Volkswagen products. In terms of powertrain, it is equipped with a Volkswagen EA211 1.4T turbocharged engine and is matched with a Aisin 6AT transmission. This powertrain sounds very reliable just by sounding, which is absolutely attractive to consumers who pay special attention to the quality of the three major pieces.
In order to fit the new era, the Jetta brand made a breakthrough in marketing last year, continuously carried out cross-border linkage, and made the brand successfully out of the circle, especially the signed artist Huang Bo as the brand spokesperson. Huang Bo's mature, stable and hard-working label is close to the concept of the Jetta brand, further expanding the brand's appeal in different age groups.
summary
As a brand that was born only two years ago and has only three models of products, it is really admirable that it can accumulate such a large user base. Of course, it is inseparable from the "Jetta" this golden signboard, and the product is also closely related to the mass production quality, the Ashkenazi pedigree is still pure, coupled with innovative marketing methods to make the brand successfully out of the circle, to create such excellent sales results.