current position:Home>Jetta brand will operate independently with unified production and marketing, and its headquarters will be located in Chengdu

Jetta brand will operate independently with unified production and marketing, and its headquarters will be located in Chengdu

2021-08-24 17:27:24 Netease automotive industry

8 month 17 Japan , faw - The public A new round of organization and responsibility transfer has been completed , According to plan , jetta Parameters picture ) Brand sales department from FAW - Volkswagen Sales Co., Ltd. transferred its Volkswagen brand to FAW - Volkswagen Co., Ltd. Chengdu Branch jetta Under the brand . faw - Volkswagen Co., Ltd. Chengdu branch is the production place of Jetta , With the transfer of the organization of the sales division , Jetta will realize the unification of production and marketing in Chengdu .

With the transfer of sales to Chengdu , Jetta brand headquarters will also be officially settled in Chengdu . It means , As a subsidiary of Volkswagen , Jetta will be in FAW - Independent operation within the Volkswagen system .

“ From FAW - Volkswagen level ,( This change marks its ) Pay more attention to the development of Jetta brand , In the future, Jetta brand will have more space .” Jetta brand insiders told the Economic Observer reporter .

For the above changes , Some people interpret it as that Jetta will completely break away from the mass brand . But these insiders point out , This statement is not accurate .“ Volkswagen brand is a global brand , So of course not from , It can only be said that the independence of Jetta brand has been improved again .” The source told the Economic Observer network reporter .

The insider pointed out that , Jetta brand is in FAW - Volkswagen's independent operation , There are two major benefits for the brand : First, internal decision-making is more efficient .“ The previous decision-making mode was two-way reporting between the sales company and Chengdu Branch , After the change, the decision-making level has been optimized , Improved decision-making efficiency ”.

Second, internal coordination is more efficient .“ Many brands have production and sales ‘ Separation ’ The problem of , Jetta has truly realized the integration of production and marketing , Sales will have a greater say on products , Sales can efficiently transfer the needs of front-line customers to production , Rapid product improvement .”

Before this adjustment , Jetta is in a state of separation of production and marketing : Produced in FAW - Volkswagen Co., Ltd. Chengdu Branch , The sales business is carried out by FAW - The Jetta brand sales division under the Volkswagen brand of Volkswagen Sales Co., Ltd. is responsible for . And after adjustment , Chengdu branch and Jetta brand will be responsible for the production and marketing business of Jetta brand .

The insider also mentioned , The establishment of Jetta brand headquarters in Chengdu will bring more resources . Chengdu attaches importance to and promotes Jetta , It is conducive to Jetta's expansion at the brand appeal and market level .

But here's the thing , Although Jetta brand headquarters will be located in Chengdu , However, Jetta's sales department only involves the transfer of administrative relations , Rather than physical transfer . It is reported that ,100 The multi person Jetta sales team will remain in Changchun , as a result of “ There are a lot of people , The relocation is quite troublesome ”.

faw - Volkswagen Co., Ltd. Chengdu Branch in 2009 year 5 month 8 It was officially established in Chengdu on the th , It's FAW - Volkswagen's vehicle manufacturing base in Chengdu . at present , Chengdu production base mainly produces Jetta models .

Jetta is in 2019 Years ago, it was FAW - A model of Volkswagen brand ,2019 year 2 month , faw - Volkswagen announced that it will officially upgrade Jetta from a car to a new sub brand ——“ jetta ”. According to FAW - Public planning , After upgrading to a brand, Jetta's positioning is lower than that of the Volkswagen brand , Lower the price to 10 ten thousand element within , In order to gain more market share .

After upgrading , Jetta has adopted an independent brand Logo And sales channels , By FAW - Volkswagen's independent team is responsible for the operation . at present , Jetta brand has successively launched three products , They are hatchback cars VA3、A level SUV models VS5 as well as A+ level SUV models VS7, The price in 6 ten thousand -14 Ten thousand yuan range .

Jetta, which entered the sinking market, is considered to be FAW - Volkswagen's impact on annual sales 300 A new growth point of 10000 vehicles . The data of the ride show , Jetta brand 7 Monthly sales volume is 9200 car , fell 17%, The cumulative sales volume in the first seven months was nearly 9.5 Thousands of cars . According to FAW - The planning of Volkswagen Jetta brand division at the beginning of this year ,2021 The sales target of Jetta in is 20 Thousands of cars .“

“ Jetta is indeed the fastest growing new brand in terms of growth rate , Greater responsibility is placed on the shareholder level . When children grow up, they will be independent sooner or later .“ The insiders said . Jetta brand is in FAW - Internal organization transfer of Volkswagen , Released a signal , That is, the shareholders of China and Germany pay more attention to Jetta brand .

But here's the thing , Compared to popular brands , Jetta brand is still young , Therefore, after transferring out of the Volkswagen brand , Although Jetta's development independence has improved , But in terms of brand appeal, it may face greater challenges .

You can see , In FAW - While Volkswagen promotes Jetta brand independence , Other domestic automobile enterprises also have the operation of returning after the independence of sub brands , Such as Qichen brand , In independent development 3 It was announced that it would return to Dongfeng Nissan at the end of last year , Incorporated into the management of Dongfeng Nissan , And one of the reasons for its return , It is considered that the development is not as smooth as expected after breaking away from the Nissan brand . Take this as a reference , Can Jetta go all the way to independent development Smooth road There are still question marks .

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