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Less than a year after entering the market, the new JETTA brand is on the road to success in China. Since September, JETTA has already delivered about 81,000 vehicles to customers and has achieved one of the best start-up phases for new automobile brands in China. In an interview, Volkswagen Group Head of Design Klaus Bischoff talks about brand values, the preferences of Chinese customers and the secret of an unmistakable identity.

At a glance: JETTA’s model range includes two SUVs and a sedan.
Klaus Bischoff: “Brand design is more than a few pleasing lines What is decisive is the holistic approach.”
Regarding the design process: “In the first phase, the main thing is that the brand is clearly distinguishable from other brands,” says Klaus Bischoff.