Jetta to reach out in bid to raise brand awareness

FAW-Volkswagen's Jetta marque aims to enhance its popularity and image this year to make more people aware of the 16-month-old brand.

According to Wang Hao, director of the sales division of FAW-VW Jetta, the marque still lacks brand awareness among the public and needs to expand sales channels. These are the reasons for the strategy to enhance the brand this year.

Last year, 162,000 Jetta-branded vehicles were sold to Chinese customers. Sales didn't reach the target of 200,000 units, mainly because of the COVID-19 pandemic.

Wang said they are confident that the entry-level vehicle brand will attract more first-car customers in China this year as the virus is under control and the economy is steadily increasing.

The VW Jetta sedan has been well-known in China since the 1990s. Jetta grew into a standalone marque and introduced three new products: the VS5 and VS7 SUVs and VA3 sedan in March 2019.

The brand's sales totaled 210,000 units with around 300 dealers in China by the end of 2020.

Mantovani Rodrigo, vice-president of Jetta brand sales division, said Jetta plans to launch a 30th anniversary edition and an Olympic Champion edition of its SUVs this year. The interiors and in-car technology will be upgraded.

Also, the brand will produce customized models to meet the diversified demands of the market, he added.