How is JETTA positioned in terms of price?
While JETTA provides affordable access to individual mobility, the Volkswagen roof brand can further sharpen its own profile as a "top-of-volume". I would stress that JETTA, with its high quality, safety, emotion, stable value and fresh design, is not a budget or economy brand. In view of these distinctive characteristics, we are deliberately positioning the new brand above the entry-level prices of around 5,000 – 6,000 euros on average that are customary in China.
How do you structure sales in China?
JETTA’s complete brand experience will stand out from that of Volkswagen. In the market, JETTA will be positioned independently. Just as young customers are fully networked in their everyday lives whilst on the move in the digital world, the entire customer journey is oriented accordingly. The sales process is almost completely digital. JETTA is setting up its own dealer network with modern digitalized showrooms, either as a ‘shop-in-shop’ with existing Volkswagen dealers or as a ‘stand-alone’ concept. JETTA also approaches its customers directly: for example, in shopping malls or with mobile sales trucks. By the end of the year, the number of dealers will have risen to around 200. Our Chinese joint venture partner FAW-Volkswagen set up the dealer network in record time, established new digital sales processes and gave the brand a face. In vehicle service, we make maximum use of our strength and synergies with our excellent Volkswagen brand service network. We are thus giving our youngest brand an invaluable market advantage – it’s called "Jetta by Volkswagen" for a reason.