With Volkswagen and Audi these two brands to seize the middle and high-end markets does not seem to be satisfied, FAW-Volkswagen in 2019 its Jetta models independent into the Jetta brand, intending to compete with domestic brands to harvest the low-end market. Jetta's market performance seems to be not bad, with annual sales of 155,000 units in 2020, and a slight increase in 2021, breaking through to 169,000 units, which is much better than SAIC Volkswagen's Skoda, which sold only 55,000 units in 2021.
But in fact, behind this number is full of bitterness and helplessness. In 2020, the manufacturer set an annual sales target of 200,000 vehicles for the Jetta, adjusted to 172,000 vehicles in 2021, and in reality, the manufacturer overestimated the competitiveness of the Jetta brand, it has not completed the KPI for 2 consecutive years, and before independence, the sales of jetta models can reach more than 300,000 vehicles a year, the gap is so huge, the road is getting narrower and narrower, FAW-Volkswagen is not disappointed.
In fact, from the perspective of products alone, the independent Jetta is still more conscientious in the creation of models. Take VA3 as an example, it is the original Volkswagen Jetta model of the real rebranding model, and on this basis carried out a certain upgrade, its guidance price dropped to 65,800 yuan, the purchase threshold is lower, and in addition to the low version are all equipped with front and rear disc brakes, increased side airbags, front and rear head air curtains and other safety configurations, and 8-inch central control large screen, mobile phone Internet, Bluetooth, voice system, etc. also appeared in most versions, the past Jetta did not have these functions. The 1.5L engine +6AT has a good performance in power combination reliability and smoothness. In addition, as a new model of the new brand, the VA3 will be more youthful and innovative in design.
But there's always a reason why consumers don't buy it.
First, VA3 is no longer attributed to the Volkswagen brand, this low-end scooter may not have too many requirements for the design and configuration itself, which may be the Volkswagen brand and the future retention rate, and after changing to the Jetta brand, this aspect is greatly discounted. Like the VS5 VS7 two models, the other will not be much to talk about, just adding No. 95 gasoline should dissuade many people.
Second, the Jetta brand currently has a total of three models, has not promoted new products, and its 6-130,000-level price is also the main battlefield of its own brand, and it is necessary to know that domestic brand models will have more advantages in both internal and external design, configuration materials, or workmanship performance.
Third, Volkswagen's own brand influence in recent years is actually declining, and the price of models is also constantly exploring, relatively speaking, after the higher positioning of Bora, it actually only needs more than 60,000 to buy. In the case of a small gap, consumers are naturally more willing to choose the "VW" Volkswagen, and the "cheap Volkswagen" road taken by jetta is actually not very feasible, and Skoda itself is also a good example.