Hoewel Volkswagen se gewilde Jetta-sedan binnekort aan die Suid-Afrikaanse mark onttrek gaan word, kan dié naam dalk in ‘n heeltemal ander vorm herleef.
Volkswagen beoog om Jetta in ‘n alleenstaande fabrikaat te ontwikkel om sy potensiaal in die Chinese mark te verwesenlik. In baie stede wat buite Chinese metropolitaanse gebiede soos Beijing of Shanghai val, is eienaarskap van voertuie nog laag, met minder as 100 voertuie per 1 000 inwoners. Terselfdetyd is daar mense in die middelklas wat nog nooit eens ‘n voertuig besit het nie. Die oogmerk met die Jetta-handelsnaam is om hierdie mark te bereik. Die reeks, wat uit ‘n sedan en twee sportnutsvoertuie sal bestaan, sal deur FAW-Volkswagen in Chengdu vervaardig word en sal in die derde kwartaal van die jaar beskikbaar wees.
Jürgen Stackmann, bestuurslid van Volkswagen wat verantwoordelik is vir verkope, sê Jetta sal die gaping tussen Volkswagen as hoëvolumeverkoper en die intreevlak, wat hoofsaaklik deur plaaslike handelsmerke oorheers word, vul en dié maatskappy se markaandeel sodoende ‘n groot hupstoot gee.
Jetta sal die belangrikste karaktereienskappe van Volkswagen behou, onder meer gehalte, veiligheid, waarde vir geld en ‘n kenmerkende ontwerprigting; dit sal Volkswagen beter as volume vervaardiger posisioneer en die maatskappy se profile versterk. Jetta se produkte sal ook ontwikkel word om aan die behoeftes van die Chinese mark te voldoen. Soos wat die legendariese Beetle jare gelede in Europa gedoen het, sal die Jetta-reeks die Chinese bevolking die vryheid wat eienaarskap van ‘n voertuig bied, na die massas toe bring. Jetta is die heel eerste aparte nuwe handelsnaam wat in Volkswagen se geskiedenis geskep word; ander handels name wat aan Volkswagen behoort, was eers onafhanklik of deel van ander maatskappye.
Met die bemarking van Jetta sal ‘n nuwe benadering gevolg word: benewens ‘n aparte handelaarsnetwerk sal daar ook vertoonlokale in winkelsentrums wees, terwyl daar ook van mobiele verkoopseenhede gebruik gemaak sal word. Daar sal teen die einde van die jaar na verwagting 200 Jetta-handelaars wees.
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