Once a model under Volkswagen, the Jetta was upgraded to a brand in February 2019, becoming a juxtaposition with the Skoda and Volkswagen brands, and belonging to the FAW-Volkswagen system. The new Jetta brand has its own car logo and forms a direct competitive relationship with the camp of its own brands. It seems to expand the market scope, but the actual market share has been greatly reduced.
Jetta's sales were a surprise and well below expectations
Taking jetta VA3 as an example, according to the data given by a website, the total sales of VA3 under the Jetta brand in 2021 will be 54,763 units, accounting for 0.55% of the share of sedan models and 1.03% of the share of compact car models, while the SAIC-Volkswagen brand, and Santana, which was once a "twin sister" of FAW-Volkswagen jetta models, will have a total sales of 100336 units in 2021, accounting for 1.45% of the share of sedan models and 2.70% of the share of compact car models. Santana's sales in 2021 are almost double that of the VA3.
At that time, the leaders of FAW-Volkswagen had high expectations for the Jetta brand, and set a bold statement for the Jetta to sell at least 400,000 vehicles in 2021, and now there are less than 180,000 vehicles.
Highly consistent with Volkswagen Santana's core accessories, why sales are so sluggish
As a rebranded model of FAW-Volkswagen Jetta, the Jetta VA3 belongs to the same PQ25L platform as SAIC-Volkswagen Santana, and the core components such as the three major parts can be said to be highly consistent, and the price is even lower. Compared with the old Volkswagen Jetta, the Jetta VA3 has a lower price, higher configuration, and further increased size, which should theoretically be more cost-effective and competitive. What is the reason that caused the Jetta to fall to such a point, so that the scenery of that year has long ceased to exist, and the small side lets xiaobian give you a good analysis and analysis.
The C-NCAP crash score is only four stars, and safety is worrying
In the second batch of crash test results officially released in 2020, there are six models, the other models are five-star, only the Jetta VS5 has received four stars, the comprehensive scoring rate is only 84.9%, and only 58.97 in terms of occupant protection, which is the bottom of the performance, which is also the main factor in the difficulties of the Jetta brand.
Vehicle quality control compared with the old Jetta has declined significantly, and there are a large number of complaints
From the information displayed on a website, it can be seen that there are many quality complaints in the models of the Jetta brand, including the more problematic Jetta VS5 particle traps are often blocked, burning oil, gearbox setbacks and brake pumps driving abnormally, which is a good reputation left in a large consumption of old Jetta models. In addition, there is a poor service attitude, and the sales promise is not fulfilled, which is undoubtedly worse.
Frequent and continuous quality problems, in addition to the manufacturing process and assembly process related, "cutting corners" is also a reason that can not be ignored, the positioning of Jetta models is mainly facing the independent brand, most of the independent brands at this level are not weak in terms of product competitiveness, and also pay more attention to this market. In the face of independent brands that cannot be underestimated, good quality and low price, jetta pricing can not be too high, under low prices, jetta can only control the cost as much as possible, starting from the material, workmanship and configuration, can save the province.
The person in charge of Jetta once said that it is necessary to take "temperature marketing" as the strategic focus of Jetta, and wants to rely on the rich sales experience of FAW-Volkswagen to enable Jetta to achieve cross-border sales. Obviously, this sales strategy does not have much effect at present. Do not solve consumer complaints, improve product quality and optimize after-sales service, but make a big fuss about "temperature marketing". Such behavior will only make consumers feel cold, where is the temperature?
Auto network review: improving the quality of products and improving the after-sales system is the top priority of the Jetta brand
Today's Chinese consumers are more and more aware of automobiles, and instead of blindly worshipping joint venture brands as before, they can rationally analyze products and compare them at the same level. Especially consumers at this level, most of whom are working-class users, do not care so much about the brand, are more pragmatic, not to mention that the Jetta does not have much brand premium. Therefore, improving the quality of its products and improving after-sales service is a key issue, if you want to rely solely on selling feelings and joint venture aura to let consumers pay for it, the market left for Jetta will gradually decrease.