“The distinctive JETTA design should enter the mind”

How do you give a completely new brand like JETTA its design?
In the beginning and in the spotlight are the values. We asked ourselves: What is the purpose of the new brand? Why are we entering the market? The Jetta model has been synonymous with affordable transportation in China for decades. The JETTA brand is continuing this tradition by enabling many more customers to enter the world of individual mobility. From this claim – mobility for many – we developed the logo. In many development steps, this has resulted in a range of forms that stands unmistakably for JETTA.

What distinguishes the design of the JETTA models?
Identifying features on the vehicles are, for example, the Y-structure of the rear lights and the interaction of the front with the radiator grille. But it would be too simplistic to look only at the cars. Brand design is more than a few pleasing lines. What is decisive is the holistic approach. If that is missing, you have nothing but an empty shell. Customers notice that.

JETTA was launched as a subsidiary brand of Volkswagen but operates independently in the market. How is this expressed in the design language?

Volkswagen enjoys a high level of reputation in China. We want to transfer this basis to the new brand, which is why Volkswagen’s brand values are also reflected in the design of JETTA – for example in regard to precision, quality and sustainability. At the same time, of course, we wanted to create a design that meets the tastes of our customers in China. The dominant chrome ornaments are a visible sign. Put simply, the Chinese love chrome.

Since the market launch in September, JETTA has already presented a second SUV after the VS5 – the VS7. Can you already see a change in the design?

It’s too early for that. We designed the two SUV models at approximately the same time – so an evolution will only be seen in future vehicles. In the first phase after entering the market, the main focus is on making the brand clearly distinguishable from other brands. We achieve this with clear, simple forms. Our goal: The distinctive JETTA design should enter the mind. Only later do we focus on a stronger differentiation of the models.

JETTA appeals especially to a young audience. How do you ensure that the brand retains its fresh image in the longer term?
A key role is played by our digital brand presence, with which we specifically address young customers in the entry-level segment. We want to ensure that they always think of JETTA when they think of mobility. We will constantly develop the design of JETTA, but never change it in a revolutionary way. Big changes sever the connection to the brand values and thus endanger the success. We rely on design that lasts.