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As a new brand with a reputation for nearly 20 years, it does sound contradictory, but it is clear at a glance that it is Jetta. A few days ago, FAW-Volkswagen released the latest sales figures, of which the Jetta brand sold 12078 vehicles in November, down 27% from the previous month, and reached 3784 in three months.

Jetta is a "second-tier" brand founded by FAW-Volkswagen with German quality endorsement and price as its main selling point. it actually took only three months. In September, Jetta sold 11080 vehicles, with a target rate of 130%. However, some people suspect that there is "moisture" for such achievements, which contains some terminal data. But Jetta sold a total of 16626 vehicles in October, up 36.2% from a month earlier, and Jetta has proved itself with results for a new brand. But in November, Jetta's sales fell significantly, with a gap of more than 4000.

As for the decline in sales, the head of the Jetta Brand Marketing Department of FAW-Volkswagen sales Co., Ltd. said that due to factors such as the size of the sales network and production scale, Jetta is still unable to release its full market potential, and there are still about 20, 000 orders for the main selling model VS5. At present, there are only 120 dealers, and it is hoped that the number will reach 200 by the end of the year.

According to the specific model sales data released by the Federation of passengers, the SUV model VS5 is 8140, 8837 and 13089 respectively in the past three months, and the car VA3 is 2940 in September, 3668 in October and 3190 in November. VS5 increases month by month, while VA3 is relatively stable. Although there is a gap between the total number of models in November and the above, in fact, the sales data released by FAW-Volkswagen are actually wholesale sales.

At present, Jetta is selling only two models, the product camp is very single, and it is still in the initial stage of development. According to Jetta's product plan, the third model, the VS7, will be launched in February next year. Due to the pricing of the VS5 (8.48-112800) and the higher positioning of the VS7, which is a medium-sized SUV, the starting price is expected to start at around 110000 yuan. The new car is based on Volkswagen MQB-A2, with platforms such as Volkswagen Touguan (domestic 2018) and Skoda Kodiak. The new car has been unveiled at this year's Guangzhou Auto Show.

With the improvement of the product layout and the dimension reduction at the brand level, Jetta has eroded a considerable market share. The Jetta brand has also been questioned since its launch. Some netizens said: it is not easy for Jetta to compete with its own brands. After all, some independent brands are no longer the same as before. But judging from the current market performance, Jetta no longer needs a "Volkswagen brand" to endorse itself, because it has a strong enough brand equity.

And in Volkswagen's view, with more Jetta models on the market, its brand will also become a new engine for Volkswagen brand growth in China. According to the latest FAW-Volkswagen data, FAW-Volkswagen sold a total of 210856 new cars (including Audi imported cars) in November, up 3.9% from a year earlier.

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