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Volkswagen Jetta is a classic family car, which is also active in the fields of taxis, trainer cars, insurance cars and official cars. Its remarkable characteristics are low price, fuel saving and driving resistance, and low maintenance cost. However, since the second half of 2019, the Jetta model has been completely discontinued, and Volkswagen has developed the Jetta from a model into a sub-brand, no longer using Volkswagen. With such a large market ownership and coverage, how can Volkswagen continue its mission?

Some netizens revealed that the dealer directly launched the coach car color Jetta, and the driving school did not have to change the appearance color when it was bought back. It was too considerate. Even the dealers took the coach color Jetta exhibition car to the auto show as a highlight of publicity.

A large part of the sales of Volkswagen Jetta models come from driving schools and taxis, and this market will be directly lost after the original model is discontinued. Although the birth of the Jetta brand continues the position of the low-end market of Jetta models, it is almost difficult for consumers to recognize it without the Volkswagen standard. The dealer launched the coach car color painting as publicity, which is an effort to save the driving school customers.

Netizens said that the target customer positioning is very clear, worthy of the public who specializes in the study of Chinese people.

However, as a new brand, this is not conducive to the establishment of brand image. The Jetta brand hopes to continue the word-of-mouth of users and further meet the car purchase needs and aesthetics of young users. The new Jetta brand has just been introduced to the market, which is the stage of establishing the brand image, but dealers vigorously promote the "coach car", which directly lowers the brand image and reduces the grade a lot, which must also be very resistant to the young consumers.

After the launch of the Jetta VS5 SUV, the VA3 is the brand's second model and can be regarded as a follow-on version of the old Volkswagen Jetta, with an official guidance price of 6.58-92800 yuan, which is slightly more expensive than the terminal price of the original Volkswagen Jetta, and has no Volkswagen logo, using the initials "J" of "JETTA". Jetta VA3 Power is equipped with a 1.5L naturally aspirated engine with a maximum power of 112hp and a peak torque of 145Nm, matching a 5-speed manual transmission or an Aisin 6-speed automatic transmission.

According to official figures, the two Jetta models sold a total of 11080 vehicles in September. Of course, the first-month sales figures don't show the real market response of the brand, so future sales are worth looking forward to.

Jetta's brand positioning aims at its own brands and competes with it for market share, but neither appearance nor interior looks like a new product in 2019, and perhaps the biggest selling point is the blessing of Volkswagen technology. The Jetta brand is clearly playing an emotional card against Chinese consumers' loyalty to the Jetta model.

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