JETTA will specifically target young customers in large urban areas outside of Beijing and Shanghai where vehicle ownership remains low.
As odd as it may sound to us, JETTA has now morphed into a brand for the Chinese market, from the affordable gateway Volkswagen Jetta sedan in the North American lineup.
Despite the fact that China is now the largest automotive market on the Globe, there’s still loads of growth potential. There are numerous cities with millions of people outside of the sprawling Beijing or Shanghai metropolitan regions where vehicle ownership numbers remain quite low, as in below 100 cars per 1,000 inhabitants.
The JETTA model range, which will be produced by FAW-Volkswagen in Chengdu, will cater to these potential buyers by leveraging the famous name. The Jetta itself is celebrated in China as it has, according to Volkswagen, “placed China on four wheels.”
JETTA will benefit from established and new sales approaches that will include its own network of dealerships, and innovative sales formats such as digital showrooms, displays in shopping malls and mobile sales trucks.
The lineup will consist in one sedan and two SUVs. Sales are programmed to begin by the third quarter of this year.