Volkswagen reveals new Jetta . . . as a youth-oriented brand

Volkswagen has announced the creation of a new brand in co-operation with its long-time Chinese joint venture partner FAW (First Automobile Works) under the Jetta name.

Set to operate exclusively in China, Jetta plans to offer a range of different models targeted primarily at younger car buyers outside major metropolitan areas.

“With Jetta, we are closing the gap between the established Volkswagen lead brand in the top volume segment and entry-level mobility, which accounts for about one-third of the Chinese market and is served mainly by local brands. This way, we will significantly increase our market coverage,” said Jürgen Stackmann, member of the Volkswagen brand board of management responsible for sales.

In announcing the creation of the new brand, Stackmann revealed a unique Jetta logo featuring a stylized “J”. It is planned to appear on all new Jetta models as well as a network of standalone Jetta dealerships to be established throughout China.

Volkswagen says the Jetta dealership network will be supported by a range of sales formats, including digital showrooms, shopping malls and mobile sales trucks. By the end of 2019, it plans to establish up to 200 dealerships.

The initial Jetta line-up has been conceived to support three models, the V3, VS5 and VS7. Sales are scheduled to start in the third quarter of 2019.

The 4487mm long VA3 is described as being a rebadged version of the current Chinese market Jetta saloon, while the 4400mm long VS5 and 4600mm long VS7 draw heavily on the Seat Ateca and Terraco with five- and seven-seat layouts respectively.

Unlike its Volkswagen sister brand Skoda, Seat does not have an existing sales presence in China. By integrating the Spanish car maker’s models into the new Jetta line-up it is expected to profit from greater economies of scale.

A smaller VS3 model based on the Seat Arona has been muted as a possible future addition to the new Jetta range.

Commenting on the new Jetta brand, Stackmann said: “In China, the Jetta plays an extremely valuable role for us as a Volkswagen model. It has brought mobility for the masses, just like the Beetle once did in Europe. Developed by Volkswagen and built in China, the Jetta China has placed China on four wheels. To this day, it is one of Volkswagen’s most popular models in China – a real icon. This is why we are transforming a model into a brand and establishing a separate model and brand family.”

All three of the initial Jetta models are planned to receive a common corporate grille treatment, as previewed by an official sketch of the VA3 generated by Volkswagen. They will be produced at a joint venture factory operated by Volkswagen and FAW in Chengdu, China.

Volkswagen delivered 3.11 million cars in China in 2018, making it the company’s single largest market.