Author: Song Yuting
predecessors trees, descendants cool. There is a model, in the land of China ran nearly three decades, trapping more than 400 million users.
When it is transformed into an independent brand, new car sales in just three months the “burst”, exceeded 300 million units. Do not guess, in addition to the Jetta, as well as which car to have deep historical roots in China so.
Independent behind the bloodshed
Today, people of Nirvana while hot Jetta, while the curious: the winter period in China’s automobile market, the Jetta is the kind of existence?
have such a group of people that lost their VW Jetta subject aura, had a hard time. But in fact, after September this year, the Jetta’s first product VS5, VA3, respectively, to 84,800 yuan, 65,800 yuan low-cost market, less than a month has made 11080 units wholesale volume, exceeding the 130 goal percentage. September-November cumulative sales of three models Jetta’s far more than thirty thousand units.
Jetta independent not only improve the “North-public” low, medium and high-end brand camp, and FAW – Volkswagen, Audi tripod, or “North public” the first brand to enter the market with low consumption, more favorable to seize the young consumers.
In fact, the Jetta magnificent turn of “cheating” in the ingredients, after all, it had the year has a huge user base, which is now more than 30,000 customers, to have a few new Moe? And not directed at its glorious historical past.
However, in addition to history, Jetta itself highly cost-effective, one after another after separate sale of three new models, including two SUV and a sedan, were about the price range of $ 100,000 or consumers familiar “taste”.
Jetta low prices unchanged, but the formula is already a major upgrade by leaps and bounds. Previously Jetta as a single model, consumers can only select up to configuration changes, and now, is the Jetta sedan, SUV also Jetta, which makes the increasingly diverse needs of consumers more satisfied.
but often beautiful behind the darkPossession of the beholder. Once, just keep Jetta Santana, blessing to the United States and other competing models, and can easily by virtue of its high cost and reputation, sales lead. Now, the Jetta’s opponent is equally cost-effective route to go the rise of national brands Geely, Great Wall, Chang’an and its sibling “South public” home Skoda brands.
Jetta main product sold VS5 less than the price of hundreds of thousands, but to give consumers EA211 engine and MBQ platform level of production, coupled with Chinese consumers are familiar with 6AT, the low prices of products VS5 force jumped to the level of its own brand. This is for their own brands, the actual dimension reduction is hit.
In contrast Skoda, even if it prides itself on mid-level brand, but in fact in addition to the joint venture aura, its product strength has been no substantive breakthrough. Jetta’s two new Jetta VA3 and VS5, with the technical and Volkswagen Skoda also use, cost-effective superior. Such a victory, but also as a Jetta models can not be achieved.
At the same time, Jetta models selected as the main push VS5 not want to sell the Jetta sedan feelings, but China’s consumer demand for cars has been transferred from the utility charge facade, this case is clearly more SUV models. ” play. ”
have to say, the mass consumption of the Chinese people and Chinese consumers heart research realization of the Jetta feelings, any new brand are difficult to achieve.
Jetta with its own brand of contest
since 1985 to enter China, Volkswagen has been the industry leader, always accurate just the right Chinese people’s consumption psychology, but has been since the lack of low-end brand and SUV lineup is its fatal flaw.
The majority of Chinese consumers for the first time will choose the entry-level car, SUV and other practical, cost-effective models. Its own brand in this area have the highest retention rates, Geely, Changan and the Great Wall of Harvard has by virtue of the high cost gradually narrowing the gap with western rivals. The rise of independent brands and SUV boom in recent years, so that the public had a sense of crisis.
data show that last year China’s passenger vehicle sales of about 24.4 million, onlyThere are six brand sales have exceeded 1 million, and these include Geely, Great Wall and other independent brands. These independent brands, SUV model sells well can figure appears.
under the joint brand fade case, the public must be shot, Jetta independence and the introduction of SUV products, it is to increase the public for their own cards, after all, want the increasingly weak Chinese auto market to restore past glory, fight time of war, and more war to fight product.
Despite the loss of VW standard, but is still backing Jetta Volkswagen Jetta product promotion are everywhere giving a “I’m Ashkenazi SUV I shared with the Audi powertrain and technology platform, “the sense of pride. Jetta can, after all, the low-end positioning, its real materials, workmanship is also what we all know are a few, it can be used to mainstream the technology already enjoy excellent. When
Jetta with Ashkenazi descent approach plump wings, does make its own brand gas for a while, but on the product portfolio, Jetta need to work harder, or other independent brands react with the product matrix counterattack Jetta can not think of turning over so easy. Environment really want to lengthen the front, but left the Jetta layout of time can not too much.
Therefore, the Jetta is a two-way force, while the layout of the product, the same value of retail outlets. As an important part of the Volkswagen Group’s global strategy, plans by the end of 2019 Jetta, Jetta set up more than 200 outlets opened in China, and will gradually cover the primary market towns.
It seems, in addition to young urban consumers, towns resident population’s spending power is also matched with the Jetta, Jetta Could ambition is to take the “surrounding villages city ”line, do household SUV sector,” God Wuling car “?
north-south public difficult balance
Indeed, the Jetta’s long-term goal of doing just a ordinary people “affordable, open cool,” the SUV, which then Skoda completely different starting point. Skoda is a few years proved that the current Chinese market is still relatively cost-effective route to go safe, low-cost high with a key to success, Jetta and “cheating” gone shortcut.
Perhaps Volkswagen Jetta allow independent intention is to balance the relationship between the two, after all, once the Skoda make FAW – Volkswagen jealous. But this time, devastated Skoda, Jetta success fear will lead to another war.
Foreign media have begun to make groundless accusations, saying that the public is considering the reduction of the Skoda brand positioning for standard low-end brands. Although the CEO immediately after the Skoda brand has denied rumors of downgrade, but the change must have, or wait for a more mature Jetta, Skoda face is perhaps the market is eliminated.
“north-south public” has been in the car market segmentation, target consumer groups as well as large differences in style, known as “luxurious North, South Movement” He said, but now the face of increasingly younger market, the two sides is necessary to make a change, integration. However, the current two car companies competing with, the surface is not very complex and harmonious situation of view, the transition is much more difficult than fusion.
how best to face the “winter”? No brand recognition is better than the consumer market to raise more hierarchical method, the FAW – Volkswagen knows this truth, which began fancy low consumer market, so burdened with the important mission of independent Jetta.
VW Jetta was born and grew up in China, Ye Hao models, brands worth mentioning that the Chinese automobile market who bear the course of nearly 30 years of indelible. Although the outside world is always questioned Volkswagen Jetta against selling feelings, but the cultural value of it not behind the product contains a major competitive advantage of it. [END]