“With JETTA, we will close a gap in China between the established VW lead brand in the upper volume segment and entry-level mobility, something that makes up about one-third of the Chinese market and serves local brands above all,” says Stackmann. JETTA will focus on young, first-time buyers while the Volkswagen umbrella brand sharpens its “top of volume” profile, he adds. “This will enable us to really expand our market coverage.”
Huge metropolitan areas offer great potential
The vehicle population in many Chinese cities with more than 1 million residents is much lower than it is in metropolitan areas like Beijing and Shanghai. It frequently totals fewer than 100 cars per 1,000 residents. At the same time, China’s constantly expanding middle class aspires to individual mobility and its very first car. “We are talking about young, confident and family-oriented people who are between 25 and 35 years old as well as modern and open-minded. These are people who live a lifestyle that is based on practicality and emotional self-fulfillment,” says Stackmann.