Just bid farewell to the "melon" harvest in 2021, Huang Bo almost took over the "number one melon" in 2022 because of a photo. Fortunately, After the news came out, Huang Bo himself not only posted photos in the early morning of the next day to explain it himself, but finally many people found that Huang Bo's so-called "cheating rumors" were just some gossip media's "self-posing oolong". For Jetta, which just won Huang Bo's endorsement contract in August last year, because Huang Bo was able to respond at the first time, the market public relations department of Jetta was shocked.
For Jetta, it was not easy to successfully win Huang Bo's endorsement contract in August last year. In 2021, when many star artists spread gossip and even negative news, Huang Bo can still be alone and clean, becoming one of the few senior actors in the circle who can leave an impression of virtue and art. For jettas that urgently need to "brush their presence", Huang Bo's endorsement also enables them to launch their own reputation and reputation to a certain extent, for example, in the second month of Huang Bo's signing, Jetta ushered in sales growth in the "Golden Nine". But overall, jetta's annual sales in 2021 are actually not ideal.
According to data released by FAW-Volkswagen on January 5, the sales volume of Jetta brand terminals reached 169,000 units in 2021, compared with 155,000 units in 2020. Sales appear to have increased, but they did not meet their targets. First of all, at the beginning of 2020, Jetta had set a target of 200,000 vehicles per year, but in the full sales year of 2020, due to the impact of the epidemic, Jetta finally failed to complete the sales target of that year. At the Volkswagen Group's New Year media briefing held on January 25, 2021, Volkswagen China CEO Feng Sihan said that he hoped jetta could maintain a market share of more than 1% - that is, an annual sales target of about 200,000 vehicles.
It can be seen that the sales performance of jetta in the two complete sales years of 2020 and 2021 is not as good as expected. Although the annual sales volume in 2021 has increased by nearly 10% year-on-year, the sales volume in 2020 is also "not good" because it is objectively affected by the black swan of the epidemic. In 2021, the domestic epidemic situation is basically under control, and the development rhythm of the domestic automobile market has basically returned to normal, but this sales growth rate has not allowed Jetta to truly complete its mission.
Looking at the entire domestic auto market, FAW-Volkswagen is not the first joint venture brand to incubate new brands. As early as april 2008, at the Beijing International Auto Show, Guangqi Honda's brand concept car was officially released. Two years and five months later, in September 2010, Dongfeng Nissan launched a new brand venucia. During the 2013 Shanghai Auto Show, new brands under the joint venture brands such as Landsea, Huaqi, Shouwang, Zhinuo, Tianyue, Carrier, Jiayue and so on were released one after another, so the camp of "joint venture independent brands" continued to grow.
However, unlike the traditional "joint venture independent brand", the name of the Jetta brand comes from the Jetta compact sedan that FAW-Volkswagen has been selling for many years. Compared with Hiromoto's "concept" and Dongfeng Nissan's "Kaichen", the name jetta does have a deeper affection with the Chinese people. However, for domestic consumers, "feelings cannot be eaten as rice", even if the feelings are deep, not all Jetta fans can use the way of "breaking the old Jetta" to "recharge" the feelings like a car KOL.
In the cognitive system of the majority of domestic consumers, the Jetta may be the first car of their family, or the first car they contact when they learn to take the driver's license. At that time, the Jetta was synonymous with "leather", "durable" and "fuel-efficient" for them. Nowadays, countless independent brands that have caught up with joint venture brands are also striving to enhance the product strength of their own models. For example, in the past two years, changan Yidong PLUS and Geely Emgrand have shown no less popularity and sales than joint venture cars of the same level in the compact car segment. It can be seen that for consumers, the rapid development of today's independent brands has also given them more reasons to say no to joint venture brands.
From the plight of the Jetta brand, we can also see the sales dilemma of many "joint venture independent brands". In order to cope with the downward pressure of the domestic and automobile markets, many joint venture brands have tried to use "joint venture independent brands" to fight again. In the eyes of many consumers, these so-called "joint venture independent brands" are more like low-end versions of the joint venture brands produced in colliolines, so for consumers, if it is not because of cost-effective considerations, perhaps they really do not need to regard the "joint venture independent brands" as the first choice.
Rather than choosing who to speak to, Jetta seems to think more about its own brand positioning and product creation. FAW Besturn and FAW Hongqi, which also belong to the FAW family, have begun to work hard to strengthen their high-end labels, and if the Jetta is still based on the popular cost-effective route, it may not really win consumer recognition. For Jetta, what Jetta wants to do may not be a low-end version of FAW-Volkswagen, but to allow more consumers to use the price level of their own brands to feel the quality advantages of joint venture brands. For independent brands, from the sales dilemma of "joint venture independent brands" such as the Jetta brand, they must also learn some lessons from it, so that they can avoid repeating the mistakes of "joint venture independent brands" such as Jetta at the brand building level.