The next time I heard the news of the Jetta, it was that the new model of VS5, which had not been on the scene for a few years, had sold more than 10,000 yuan a month.
Strictly speaking, achieving sales of more than 10,000 units a month in the Chinese passenger car market with 20 million sales is not a success, let alone in January, when it is easy to sell cars, which is obviously only average.
Jetta, the old brand.
Some people say that the Jetta from the model to the car series, for FAW-Volkswagen to create a low, medium and high three-gear brand value, from the Jetta Volkswagen to Audi, FAW-Volkswagen positioning is clear, the user circle is clearly divided, so in the creation of a variety of Jetta models, FAW-Volkswagen recognizes that the emergence of jetta can not become a product that seizes the mass brand resources.
Therefore, the Jetta must be low-end, VA3, VS5 and VS7, the price of the three models is not high, 70,000, 100,000, 120,000, the three models in their respective markets are very good to dodge the Volkswagen products, especially the Jetta VS7 as a medium-sized SUV, the price of 120,000 has not competed with the Volkswagen full range of models, and the reason for this low price, on the one hand, thanks to the cost advantage of volkswagen modular platform production, on the other hand, jetta in a part of the configuration, materials to save costs Deliberately open up the gap with the Volkswagen brand in terms of workmanship and texture.
Jetta is sacrificing itself and burning the last brand value.
Because the 80,000-120,000-level market is completely accepted by Chinese brands, Great Wall, Geely, BYD, Changan and other brands have effectively refined their competitiveness in terms of core technology, intelligent performance and product technology, and the sales volume of many models has easily exceeded 20,000.
For Jetta, if the current practice in the low-end market is still the brand strategy, then the core competitiveness will continue to be lost, after all, for more user groups, the 100,000-level family car market has shifted from brand concept to product value, Chinese brands in the power, sense of science and technology, safety, control and material configuration to fully surpass the entry-level joint venture car.
Not only jetta, kia, hyundai, Toyota, Honda and other entry-level vehicle markets have been significantly cannibalized, jetta replaced a new brand logo, and intentionally opened up the gap with the Volkswagen brand, which for users attractiveness and other aspects of the downward adjustment.
In short, Volkswagen's advantage is the VW brand and the previous cost-effective, texture attractiveness, in the past two years, Chinese brands have made efforts in many aspects, and have successfully stirred up the 100,000-level joint venture brand market, not only the Jetta brand, but even the market share of the core Mass brand has declined.
Obviously, jetta's sales of breaking 10,000 sales is indeed not easy to come by, which means that internal efforts have been recognized, but it should also be correct to recognize a desperate future, with the continuous upward movement of Chinese brands, the market share of entry-level joint venture products continues to shrink, and it is difficult to attract user groups at the core of the more home-oriented Jetta.
Taking jetta VS5 as an example, there is no brand advantage in front of haval H6, Changan CS75 PLUS and other models at the same price, and there is no space, technology, materials, intelligence and power advantages, so for ordinary users, what is the reason for choosing Jetta VS5?
In fact, in the internal view, the dilemma of the Jetta is obvious to all, and it is precisely because va3 as a new brand of models has disappeared in the market, for FAW-Volkswagen, the new energy era has been transformed in a mighty way, and the Jetta has not had such a violent transformation action when it appeared, in the new era, the Jetta has not yet done a good job of responding to the new era, which means that the Jetta can only use the volkswagen technology and not high technology in the original market to attract the old generation of user groups.
But the problem is that the new era wants intelligence, dynamism and technology, but these things jetta does not have.