Why Did Jetta Change Its Logo?

[LaDylan]

Here are several specific reasons for Jetta's logo change: 1. Volkswagen's need to complete its high, medium, and low brand lineup: FAW-Volkswagen's premium brand is Audi, the mid-range brand is Volkswagen, while Jetta cars are the most affordable under the Volkswagen brand, targeting the low-end market around 100,000 RMB. Therefore, to compete in the low-end market, it was necessary to establish a new brand. 2. Introducing the SEAT brand to the domestic market: From the three models exposed under the Jetta brand, the new cars under the Jetta brand are actually SEAT models from abroad. Since SEAT has low brand recognition in China, the cost of re-promoting it would be high. Thus, SEAT might be promoted under the Jetta brand. 3. Competing with SAIC Volkswagen's Skoda brand: Currently, SAIC Volkswagen's more affordable brand is Skoda, which originates from the Czech Republic.

[KaydenRose]

Hey, I've thought about this, and it's actually quite similar to how new smartphone brands operate independently. Back when Volkswagen spun off Jetta as a standalone brand, they couldn't just keep using the old VW logo, right? They needed buyers to instantly recognize it as a more youthful and affordable option. That new 'J'-shaped emblem, which looks like a lightning bolt, actually hides the brand's English initial. Their marketing team friends said the goal was to break away from Volkswagen's conservative image. Now, in the showroom, the VS5 with the new badge is clearly 20,000-30,000 yuan cheaper than the old Jetta next to it, targeting young professionals just starting their careers. But personally, I think without that round logo on the hood, longtime owners might feel a bit nostalgic for a while.

[LeArabella]

Last time I went to the 4S store for maintenance, I chatted with the salesperson about this. After the Jetta brand split, it focused on the cost-effective route. Changing the logo is like a fast-food chain launching a sub-brand—it has to make consumers feel that this is a brand-new series. Their market research found that young people think the VW logo is too business-oriented, and the newly designed 'J' letter logo is indeed more sporty. Look at the VS7 with the lightning logo now. Although it shares the platform with the Skoda Kodiaq, the price is directly cut by a quarter. This brand-splitting strategy is quite clever. It does not affect the main brand tone of Volkswagen, but it can also grab the market with cheap cars. However, maintenance workers often complain that it takes five more minutes to disassemble and install the new logo cover.

[OKaden]

As a car enthusiast, I believe Jetta's independent rebranding was an inevitable choice. In 2019, Volkswagen elevated it from a model to a brand, similar to Toyota's spin-off of Lexus. The three-dimensional 'J' emblem replaced the VW round logo, declaring it as a sub-brand focused on the Chinese market. During my visit to the Chengdu factory, I noticed that the new emblem models retain the German robust style in their interiors, but with more practical configurations. Interestingly, international car forums often discuss this lightning bolt logo, with some German netizens jokingly saying it resembles their autobahn signs. Having actually driven the new emblem VS5, the chassis still feels like the familiar Volkswagen, though the steering wheel missing the iconic logo takes some getting used to.