Jetta hit China with 30,000 sales in its first three monthsDecember 7, 2019
Volkswagen created the popular budget Jetta sedan in China earlier this year and brought it to the status of an autonomous brand with a line of three models. This is the first time in Volkswagen history when a model is transformed into a brand with its own family of models.
The new brand is focused on the entry-level segment, especially for young buyers from major cities in China, where the level of car ownership is still very low. So far, the game has been worth the candle, as Jetta sold nearly 30,000 units in the first three months on the market – the most successful first three months among all new car brands in China.
This is quite remarkable, especially considering that this was achieved only with two models, the VA3 sedan (formerly known as the VW Jetta) and the compact VS5 SUV (Seat Ateca with a new brand), which accounted for almost 80% of Jetta shipments. Sales are expected to grow even further with the launch of the third brand model – the mid-size SUV VS7 (Seat Tarraco), which debuted last month. All three models were built by FAW-Volkswagen at their Chengdu factory.
“The entry-level segment has so far been served almost exclusively by Chinese brands. The Jetta brand bridges the gap between the entry-level segment and the main segment, at the top level of which the Volkswagen brand is positioned, ”explains Jürgen Stackmann, Member of the Volkswagen Brand Sales Council.
The entry-level segment currently accounts for about a third of all passenger cars in China, and about 80% of customers buy a car for the first time in their life. Interestingly, VW reports that for the first time, buyers in China are on average 20 years younger than buyers in Europe or America, and are willing to spend between 8,000 and 15,000 euros ($ 8,875 – $ 16,650) for their first car.
The Jetta brand is independently positioned in the largest automotive market in the world, having an almost completely digital sales process and its own dealer network with digital car dealerships, which are either stand-alone or integrated into existing Volkswagen dealerships. By the end of the year, the number of Jetta dealers is expected to increase to 200.
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