Volkswagen’s sub-brand JETTA for Chinese market is a success

JETTA, the new Volkswagen brand in China, is becoming increasingly popular among first-time buyers. In April, JETTA delivered 13,500 vehicles to customers. This corresponds to a market share of around one percent in the largest automobile market in the world. This means that JETTA has reached one of the best starting phases for new automotive brands in China. Around 38,000 of the brand’s cars were sold from January to April.

JETTA VS5 marketing activity in Chengdu – (Photo by Volkswagen)

Because of the Covid-19 pandemic, the desire to have your own vehicle is growing in China. Many people want to avoid the increased risk of infection in public transport and sharing offers (like DiDi). JETTA offers these buyers the opportunity to enter the world of individual mobility and become part of the Volkswagen family. The model range includes a sedan and two SUVs.


Since the market launch in September 2019, around 81,000 vehicles of the JETTA brand have been delivered to customers. Already in the first year of sales, the brand will help to further increase Volkswagen Group China’s market share. Despite the slump in the Chinese automotive market as a result of the Covid 19 pandemic, JETTA sales fell by only 12 percent in the first four months of the year – based on sales from September to December 2019. During the overall market from January to April 2020 The JETTA brand gained market share by more than 30 percent.

The vehicle density in China is three times lower than in Germany – the growth opportunities are correspondingly large. The entry-level segment alone accounts for a third of the overall market. 80 percent of all customers in this segment are first-time buyers, the main target group of JETTA. Customers live primarily in developing cities.

Chengdu Auto Show presentation of JETTA VS7 – (Photo by Volkswagen)

The successful market launch was further strengthened by the launch of the VS7 SUV model in March. At the time of the market launch, the model was also presented online and reached a total of 10 million interested parties. In addition to the VS7 , the JETTA model range consists of the SUV VS5 and the sedan VA3 .

The JETTA brand closes the gap between the entry-level and the volume segment, at the top of which the Volkswagen brand is positioned. For the first time in the history of Volkswagen, a model gave its name to a brand with its own model family. JETTA is positioned independently in the market, but with a recognizable proximity to Volkswagen. The success of JETTA is based on the Volkswagen DNA: quality, safety, lasting value and clear design language. All models are manufactured by the FAW-Volkswagen joint venture in a state-of-the-art plant in Chengdu. There is close cooperation with the central production facility of FAW-Volkswagen in Changchun.

Contact the author: ethelvega@wheelsjoint.com


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