Nowadays, the independent brand in the low-end SUV market is in a strong position has been recognized as a fact, the joint venture brand in order to recapture their own market share, the dimensional blow has become one of the necessary means. To this end, many joint venture brands have launched a new brand or product, through the initiative to reduce the price to win the recognition of consumers, the most typical of FAW-Volkswagen's Jetta brand. With the advantages of high quality and cost-effective, the Jetta brand has successfully ranked at the top of the sales list in less than a year since its birth in 2019, with an amazing growth rate. In 2020, the Jetta brand will usher in the third model Jetta VS7, as a midsize SUV, the new car adopts the same design ideas and quality control as the explosive model Jetta VS5, can the new Jetta VS7 continue the excellent performance of the Jetta VS5, and add bricks and mortar to the sales of FAW-Volkswagen Jetta brand? Today, we will analyze the Jetta VS7 in detail from the perspective of "New Car Productivity Index".

1, brand influence

Old friend new face? Market share is expected to increase steadily

As the earliest model introduced into China by FAW-Volkswagen, the Jetta is a household name in China, and its characteristics of economy, leather and durability are well known. German time on February 26, 2019, the Volkswagen Group's new sub-brand JETTA was officially launched in Wolfsburg, Germany, the new brand retains the Chinese name "Jetta" to evoke the good memories of the majority of the Chinese people on the Jetta model, while in the design of the product as well as pricing follows the latest trends, in order to attract more young consumers. The new brand was launched at the beginning of the year.

At the beginning of the establishment of the new brand, FAW-Volkswagen planned to launch three models, including a sedan and two SUVs, of which the first SUV Jetta VS5 is particularly eye-catching, not only quickly stabilized the relevant market segments, but also successfully helped the Jetta brand sales continue to rise. In the past 2019, Jetta brand cumulative sales exceeded 49,000 units, it is worth mentioning that this is only four months to complete the results. Looking to 2020, although from the current point of view, Jetta brand only has a new SUV model VS7 launched, but I believe that by virtue of the Jetta brand's golden brand, as well as its products in the quality, price, configuration and other aspects of the comprehensive advantages, Jetta brand is expected to reach a higher target in 2020, the market share will also be further increased. Therefore, FAW-Volkswagen's Jetta brand is given a four-star rating in the brand influence judgment.

2. Consumer expectations

The new car design is more youthful than Volkswagen models? Very much looking forward to

For the consumer expectations of Jetta VS7, we introduced the Car Quality Network's big data collection and analysis system to analyze it, so as to come up with the direction of public opinion about the new car on the Internet at present.

As of February 13, 2020, 37,474 pieces of internet information have been collected for the Jetta VS7***, which are mainly obtained from websites, various news clients, WeChat, Weibo, and forums. Among them, news clients and websites have higher activity. Through analysis, we learned that the earliest report on Jetta VS7 on the whole network was published on January 22, 2019, with the title of "Exposure of Volkswagen's "Jetta" SUV road test? The same platform as the Touguan / listed within the year". And the highest volume of sound across the network peaked on January 11, 2020,*** generating 1,942 related reports.

From the 37,474 pieces of information collected and analyzed, 98.4% of the reported information about Jetta VS7 is positive as well as neutral, and only 1.6% is negative. Most of them believe that the Jetta VS7 has a more stylish exterior and interior design, is more youthful than the Volkswagen models, and has a higher cost-performance ratio, so they are very optimistic about the prospects of the new car.

3, product highlights analysis

Volkswagen family pedigree pure? Detailed design pleasing? Configuration power more grounded child

Jetta VS7 based on the same Volkswagen MQB?A2 platform as Touguan L and Kodiak, the overall appearance of the continuation of the Volkswagen brand series of SUV styling profile, with a clear family pedigree and a high degree of recognition. At the same time, in terms of detail design, the new car has added more fashion elements to better cater to the preferences of young consumers.

The Jetta brand's signature hexagonal grille adopts a matrix design, which has a certain sense of freshness compared to the Volkswagen brand's face. J-shaped logo is located in the center of the grille, and the LED headlights at both ends are connected to the grille, so that the overall sense of the front face is well maintained. Side or the continuation of the Volkswagen brand model simple style, tail in addition to the simple design also incorporated some fashion elements, including the new style of Y-shaped LED taillights and the bottom of the silver decorative plate, revealing a certain youthfulness.

Inside, the Jetta VS7 also adopts the classic smooth design style of the Volkswagen family, although the selection of materials is still dominated by hard plastics, but through a reasonable combination of different materials, as well as the clever use of folding lines and textures, making the new car interior does not look cheap, and even has some sense of sophistication.

FAW-Volkswagen has fully investigated the needs of domestic consumers, especially for the Jetta VS7 configuration of the localization of the upgrade, the big screen equipped with a new multimedia system, compared with the Volkswagen brand commonly used MIB system is more in line with the habits of the country, in addition to the new car has increased the practicality of the wireless charging function, as far as possible, to meet the needs of the young consumers of the vehicle.

Power, Jetta VS7 also did not like the traditional Volkswagen brand models as the pursuit of performance and fuel consumption, but the use of a more mature and reliable 1.4T engine + Aisin 6AT combination, compared to 1.4T + 7DSG combination of higher stability, but also more in line with the Jetta brand of solid and durable image.

4, new car quality reputation

Brand complaints are low? New car reputation is worth looking forward to

The new car quality reputation will be based on a large number of car quality network real car owner complaint information for scientific analysis, so as to give a reasonable prediction and evaluation of the quality reputation of the new model. For new models, we will refer to the complaints and typical failure points of the brand they belong to to make a prediction and evaluation; for new generation models and new models, we will refer to the complaints and typical failure points of the car series they belong to make a prediction and evaluation.

Since Jetta VS7 is a brand new model, it will be analyzed with reference to the historical complaints of the FAW-Volkswagen Jetta brand to which it belongs. Data statistics show that in January-?December 2019, CarQuality.com*** received 20 complaints about the Jetta brand, and the overall complaint volume is low. The main complaint problems are engine rattles and sunroof switch abnormalities, and the number of complaints is relatively small, and the complaint problems are relatively decentralized. At present, Jetta brand models do not have *** sexual problems, so we can tentatively think that the Jetta VS7 *** sexual problems less likely, but the actual situation, but also to be listed after the use of the final conclusion.

In order to more objectively reflect the new car's quality reputation performance, we will introduce the "complaint volume ratio" to judge, that is, the ratio of new car sales to the number of complaints in a fixed period of time.

According to the data of the passenger association, the cumulative sales of Jetta brand in January-December 2019 was 49,089 units, and the complaint volume ratio was 4.1 per 10,000, which is much lower than the industry average of 20.6 per 10,000 of domestic passenger cars in 2018, and the quality and reputation performance is good. This shows that the quality and reputation performance of Jetta VS7, which is built on a more advanced platform, is even more desirable after its launch.

Through the analysis of Jetta brand complaints, failure points, and complaints than the sales ratio, the future performance of Jetta VS7 in the quality of reputation can have a rough judgment, from the current quality of reputation, in the same level of models in the upper level.

5, after-sales service reputation

Dealer channels to step up preparations? Service satisfaction needs to be improved

In measuring the after-sales service reputation of the new car, a certain number of real car owners will be randomly selected for a return visit, through the owner of the new car belongs to the car series / brand complaints, the enterprise for the owner of the complaint response and resolution of the situation of the investigation, relatively objective for the new car's future after-sales service reputation has been predicted.

For the Jetta brand, we randomly selected 10 owners for a return visit, of which only 5 owners said that they had received a reply from the manufacturer to their complaints, which shows that the manufacturer pays less attention to the owner's demands. From the car quality network statistics, consumer satisfaction with the "service attitude" is still a lot of room for improvement.

After the purchase of the vehicle is bound to be involved in the daily maintenance of the vehicle, the number of brand dealerships and the distribution of the situation is very important, and will even have a certain impact on the consumer whether to buy the brand model. According to car quality network statistics, the Jetta brand in the country's relatively small number of dealers stores, is stepping up preparations, according to the FAW-Volkswagen official plan, by the end of 2020 is expected to reach 285 national dealers stores, can form a certain scale.

Summary:

The launch of the Jetta brand has realized FAW-Volkswagen's comprehensive coverage of the low-end, mid-range, and high-end segments of the market, and has effectively increased its market share. The first SUV model, Jetta VS5, has become FAW-Volkswagen's top seller in the SUV segment by virtue of its excellent price/performance ratio and high quality, and continues to set new sales records. With the arrival of the new model Jetta VS7, FAW-Volkswagen has another force to spare. If the new car can continue the previous Jetta brand's affordable pricing, I believe that with Jetta's strong brand appeal and good quality genes, it will win the favor of more young family users in the future. At the same time, Jetta VS7 will also form a synergy with the existing Jetta VS5, Tang Shadow, T-ROC Tango, Tang Yue and other models to boost FAW-Volkswagen's SUV sales to new heights.

This article comes from the authors of the Auto Home Car Family, and does not represent the viewpoint position of the Auto Home.