Many experts in the automotive industry say that 2019 is a once-in-a-century change in China's auto market. This year, Chinese auto brands are surging up, from new car-making forces to sub-brands separated from traditional brands, all forces are eyeing the future auto market.
Looking back on the past two years from now on, it was also a very cruel two years, and very few new brands have survived. Among them, the Jetta brand is a commercial sample that deserves full study. Not long ago, the Jetta brand announced the sales "report card" for 2021. In the absence of new models, the Jetta brand still achieved the performance of 169012 new cars sold in the whole year, achieving a year-on-year increase of 8.9%, maintaining a stable upward business trend.
Relying on the struggle and market test of the past three years, the overall sales volume of the Jetta brand has reached 380,000 vehicles, a figure that leads with all the new car brands in recent years. So, behind the maturity of the Jetta brand, what kind of "traffic password" is hidden?
Take advantage of the innate advantage of "treasure attributes" to stand
Since 1991, the first domestic Jetta sedan was rolled off the production line at the FAW-Volkswagen Changchun plant, which opened the road of "God Car". The reason why it is called "God Car" is not only because of the sales of more than 4.7 million vehicles in 30 years, but also because of the miraculous endurance achievement of "600,000 kilometers without major repairs".
It can be said that in the past 30 years, the name "Jetta" has gained unparalleled trust in the Chinese market, representing the core value of the Volkswagen brand as the "Symbol of Modern Mobility in China".
However, the Jetta brand did not think of making progress because of its abundant "capital", and first of all, it showed a positive side in terms of quality. For example, its first model, VS5, is based on the Volkswagen MQB A1 platform, and is equipped with a 1.4T high-power version of the engine, multi-link rear suspension, etc., on the basis of inheriting the classic elements of the Volkswagen brand, the overall product quality has also achieved the mainstream level.
At the same time, based on the market and users and in-depth exploration, the Jetta brand recognizes that in the third and fourth tier cities and below, there is still a strong demand for car purchase and consumption upgrades, and cars with brand advantages, high quality and high cost performance are exactly what these consumers need. The Jetta brand accurately targets this target group and meets the diversified needs of users with products with Ashkenazi genes, mass quality and price advantages.
Moreover, at this stage, the Jetta brand has also opened a new pattern of comprehensive customization. During the 2021 Guangzhou Auto Show, the Jetta brand released new models such as the jetta VS7 second anniversary customized version, the VS5 2022 model and the VS7 black front version pro, directly targeting the young group with great potential and opening up new markets with more personalized label products.
In addition to the rich product line, the "birthplace" of the Jetta brand, FAW-Volkswagen Chengdu Branch, has an innate "treasure attribute". It is understood that the Chengdu branch covers a total area of 2,000 acres, with a total of 7 workshops in four major workshops of stamping, welding, painting and assembly, which can realize a new car off the production line every 58 seconds. As the first off-site plant of FAW-Volkswagen, Chengdu Branch has perfectly copied the system capabilities accumulated by FAW-Volkswagen over the years in Chengdu in accordance with the strict quality, process and technical standards of Volkswagen.
After the market grinding in previous years, the Jetta brand is about to enter a new stage of development in 2022. According to the plan, in the future, in terms of new product matrix, the Jetta brand is actively promoting the research and development and launch of two new energy vehicles, in addition, in the field of traditional energy, Jetta is developing a new Jetta sedan to further improve the product layout and help the Jetta brand form a product camp driven by cars, SUVs and new energy vehicles.
Quality upgrade Accurate insight into user needs
Admittedly, despite its innate advantages in terms of brand, the Jetta brand is not perfect. For example, the early VS5 and VA3 were criticized by most people for their hard interior materials and lack of rich technical configurations. However, considering the target group of the Jetta brand, it is still necessary to try to be "grounded" in product creation. Users who choose the Jetta brand do not need out-of-the-box design, exquisite and luxurious interior materials and fancy configurations, they care more about timeless quality and tangible configurations.
However, in terms of insight into the needs of domestic consumers, there is no doubt that German brands are the most familiar with the road. Therefore, on the new model launched not long ago, we have seen many Chinese users like to see the comfort configuration. At the same time, in the face of the needs of young users in terms of technology configuration and intelligent trend, the Jetta brand has also made a rapid response.
At the 2021 Yunqi Conference, jetta brand announced that it will join hands with Zebra Zhixing and Moss Zhilian to create a generation of intelligent networking products. On the 2022 Jetta VS5, the vehicle-machine interconnection system is the first to upgrade from the previous WE-LINK system to the J-Link mobile phone interconnection system, the UI interface is better optimized, and the driver's operating logic and usage habits can be completely taken care of, so that the driver's vehicle-machine interaction experience will be more comprehensive.
Compared with the WE-LINK car-machine system, the new J-Link mobile phone interconnection system has a variety of online multimedia entertainment functions, and is user-centered, increasing user-personalized operation. Moreover, the system also adds wake-free AI MATE and voice control Link function, the speech recognition rate is very high, the response is very fast, completely avoid the situation of busyness due to the operation of the car machine during driving, greatly improving the driving concentration and driving safety.
It is worth mentioning that on the basis of accurate insight into the needs of users, the Jetta brand promotes products, channels and marketing work around users, and successfully shapes itself into an automobile brand trusted by young users. In the past year, the Jetta brand has held a series of rich brand activities such as fuel-saving challenges and car owners walking into factories, and practiced the "user-centric" brand concept with practical actions.
In terms of "breaking the circle" marketing, the Jetta brand has raised the brand voice to a new height through a series of cross-border linkages. For example, huang Bo, who signed the film emperor as a brand spokesperson, coincided with the concept of Jetta car manufacturing through Huang Bo's persistent attitude towards performance. It shows that the two sides are highly compatible at the spiritual level, which directly helps the user image of the Jetta brand to improve.
In 2019, Jetta took the brave first step, growing from a model to a brand, and now it has won the favor of nearly 380,000 car owners, becoming the new brand with the fastest sales growth in the past decade. And the sales network has rapidly expanded to 318 and 542 service networks, laying a solid foundation for the further development of the brand.
In summary, after the Chinese auto market entered the stock era, Jetta has become a unique book that is difficult to replicate in the successful cases of new brands in the Chinese auto market. When starting a new journey in 2022, under the advantage of relying on the strong system strength of FAW-Volkswagen, the Jetta brand will also enter the younger and sinking market with a more accurate angle. Let the quantitative change of sales accumulation become a qualitative change of brand rebranding, and start a better travel life with more young users.