By on February 26, 2019

Image: VW

There’s a reason for the use of upper-case letters — the Volkswagen Jetta is still a car model sold in China, and a quite popular one at that, while JETTA is a new brand aimed at entry-level consumers in that mega market.

VW is an incredibly big deal in the world’s most car-hungry country, eating up a considerable share of China’s mainstream vehicle segments. The brand sold 3.11 million vehicles in China last year. However, its presence at the bottom end of the market isn’t quite as strong, and there remains many millions of Chinese who haven’t adopted the new way of life and picked up a car. That’s what JETTA’s for.

The automaker sees great opportunity in first-time buyers. With JETTA, the company plans to offer one sedan (looks like a Jetta — hmm … JETTA Jetta?) and two crossovers through 200 dealers by the end of the year.

Tasked with assembling the vehicles is the FAW-Volkswagen joint venture, builder of all VWs and Audis in that country.

Image: VW

Kep to the brand’s success are young adults. To lure these consumers into the fold, VW proposes a new sales approach. “JETTA will establish its own network of dealerships and will approach customers directly with innovative sales formats – digital showrooms, shopping malls and mobile sales trucks,” the automaker said.

The presence of JETTA, VW hopes, will also insulate VW from market forces. Chinese new vehicles sales slipped last year, punishing American companies like Ford and GM, though VW actually saw its market share grow. At 2.1 percent, the VW brand’s sales loss was less than half that of the overall market (down 4.6 percent, compared to 2017).

Image: VW

“With JETTA, we are closing the gap between the established VW lead brand in the top volume segment and entry-level mobility, which accounts for about one third of the Chinese market and is served mainly by local brands,” said Jürgen Stackmann, board of management member responsible for sales. “This way, we will significantly increase our market coverage.”

The first JETTA models should reach Chinese buyers in the third quarter of this year.

[Images: Volkswagen]

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24 Comments on “From Model to Make: Volkswagen Launches JETTA Brand...”


  • avatar
    jatz

    Sounds like they want a separate channel for their amortized, legacy tech vehicles that offer nothing for the Chinese to steal.

    Reminds me of Japan Inc. brands’ secondary markets during their heyday.

  • avatar
    Hummer

    What’s with the video ads in every article that show a anorexic soy boy that can’t wear proper fitting/decent looking clothing? Is this a TTAC writer or something?

    • 0 avatar
      jatz

      Adblock keeps the neutered ninnies away.

    • 0 avatar
      FreedMike

      Not too long ago I kept getting travel ads for Tel Aviv with three cut dudes hanging out on a beach, and “Tel Aviv” rendered in rainbow colors. Today, it’s ads for birth control pills featuring what appears to be a 19-year-old girl.

      I suppose the irony of juxtaposing gay dudes with birth control pills is lost on whatever A.I. is in charge of sending me ads, but that’s a first world problem.

      • 0 avatar
        ToddAtlasF1

        So they’re convinced you’re into dudes, but they haven’t nailed you down on anything else unless you’ve achieved true gender fluidity.

      • 0 avatar
        Hummer

        I had one that was for gay cruises several years back. It would switch between two frames, the first frame almost looked innocent enough with two guys (seemingly) playing pool games with one on the others shoulders, the next frame gave it away along with the “Find all Gay cruises” ad line.

        • 0 avatar
          ToddAtlasF1

          “the first frame almost looked innocent enough with two guys (seemingly) playing pool games with one on the others shoulders, the next frame gave it away”

          Thanks for making me cackle like a lunatic.

          • 0 avatar
            Fordson

            It WASN’T innocent – it was -gasp- GAY!

            C’mon, guys.

          • 0 avatar
            ToddAtlasF1

            Life must be close to unbearable without a sense of humor.

          • 0 avatar
            Fordson

            Gee – I thought that was pretty funny – ?

            Imagine – actually trying to market to people based on market demographics!

            Like retired-people cruises, cold-water cruises, warm-water cruises, singles cruises, eco-education cruises, etc. And gay people cruises.

            Would you describe those other demographic marketing appeals as not-innocent – ? Something nefarious?

          • 0 avatar
            Hummer

            Your being ridiculous, I don’t think of cruises as some sort of sexual preference specific vacation, rather a family vacation. It doesn’t matter if it said all straight cruises, all gay cruises, or all trans cruises, all 3 of them are targeting people based on their sexual preference and in my mind insinuating that the intention of the cruise is to be sexually permissive with unknown shipmates.

            Excuse me if I don’t live in the world where having relations with every random individual you come across is morally acceptable.

            Trying to be a social justice warrior on an online comment section with someone you deem as anti-gay, without even knowing me, has got to be on the low end of trolling. You score no points.

      • 0 avatar
        PrincipalDan

        Hmmmmmmmmmm for a while I was getting the ones for dating sites for various ethnic groups with attractive female representatives of those ethnic groups.

        I am married but the A.I. did figure out I’m not really attracted to Caucasian ladies…

    • 0 avatar
      Philippe Pietro

      Same thought here. Who is this guy?

    • 0 avatar
      deanst

      Anorexic soy boy is really getting on my nerves. I know it’s not polite to criticize someone’s appearance, but can he at least get clothes that fit him? It’s like a bad SNL parody….

  • avatar
    dukeisduke

    Wow, those are ugly.

    Why didn’t they just name it “Dasher”?

  • avatar
    Arthur Dailey

    What are SEAT and Skoda for? Why create an entirely new brand when you have 2 existing ones that suit that market/demographic?

    • 0 avatar
      IBx1

      Glad I wasn’t the only one thinking this.

    • 0 avatar
      scott25

      I was about to say neither of those are sold in China, but apparentlt Skoda is, and SEAT is being introduced there as an EV-only brand called Sol, not SEAT.

      I’d have to imagine it’s just because Jettas are iconic in China the same way Beetles are in Mexico, and neither of those other two brands have the same appeal. I’m not really sure where Skoda fits into the Chinese picture though…

      To be completely honest every time I think about and read about SEAT I have no idea why it needs to exist outside of the Spanish market.

    • 0 avatar
      dukeisduke

      SEAT and Skoda not cheap/old enough?

  • avatar
    la834

    Apparently to better compete with homegrown Chinese cars, they made it look like a homegrown Chinese car….

  • avatar
    Steve203

    GM has been having some success in China with it’s bottom feeder Baojun brand. If it works for them, why not give it a try, without sullying the VW brand with cheap crap?

    VW has failed in India, so handed the job of cracking that market off to Skoda. There is some concern that even Skoda is incapable of producing the cheap crap that is popular there.

  • avatar
    mojeimeje

    They even copied the Dacia logo.

  • avatar

    Makes sense. VW has Skoda for the last gen running gear to sell East and to pfennig pinchers at home. A special brand to cater to the Chinese market is just good sense. GM even came up with Cadillac and Buick to do that…oh, wait….

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