How to break through the bondage of Jetta brand and play a "new model" in the user era

A Jetta dealership in Yiyou, Kunming is operated by users. 202 1, old customers refer to 2 14. With warm activities such as "quarterly road trip" and "half-year family dinner", we can truly operate users with our hearts. And the return visit to every user every month makes users recognize the "goodwill" of Jetta brand.

From "customer is God" to "user-centered", car companies are innovating their cognition of users. In the past, many car companies were product-centric, full of "product thinking" and neglected communication with users. Nowadays, the younger generation buy cars mostly for social needs and spiritual companionship. Cars have changed from a single means of travel to a way of life, and the automobile industry is gradually changing from "product era" to "user era".

In the new era, users are not only consumers, but also partners of * * *. Brand growth is inseparable from the recognition and support of users, and co-creation with users will be an important direction for brand user operation in the future. Jetta, which is deeply involved in the China market, constantly breaks through itself, interacts with users through the ultimate products and services, and plays the "new mode" of user operation.

From the user's point of view, always be with the user.

From the "God's perspective" of unilateral marketing promotion of products in auto time enterprises to the "user's perspective" created by users in the new era, the whole automobile industry is accelerating its transformation. Jetta, which puts users first, is close to users in brand activities on the one hand, and seeks users' value knowledge in marketing on the other.

This summer, Jetta held a fuel-saving challenge for owners, linking Changsha, Zhengzhou, Hangzhou, Jinan and Chengdu, and invited more than 100 Jetta owners to compete on the track to challenge the fuel-saving limit. In the competition, the leapfrog control and economy of Jetta SUV won unanimous praise from car owners.

At the same time, Jetta also had in-depth communication with the owners to understand the daily driving conditions, listen to everyone's suggestions on Jetta, and lead the owners to visit Jetta's high-quality manufacturing technology in FAW-Volkswagen Chengdu factory. Jetta dealers also continue to carry out maintenance activities such as old customers watching movies, traveling on the road, thanking dinner parties, etc., so that the concept of "family" between Jetta and car owners is deeply rooted in people's hearts and truly makes users feel respect and recognition. In a variety of brand activities, the distance between the owner and Jetta is closer and the emotional link is stronger.

In addition, this year Jetta officially announced a brand-new brand spokesperson Bo Huang, which attracted strong attention in social platforms and the industry. Bo Huang's cordial and earnest image is not only similar to Jetta's, but also very compatible with the vast number of Jetta users. Bo Huang, who is constantly advancing and striving for progress, is also a true portrayal of Jetta users' "efforts". In the face of friendly and grounded brand marketing, users' satisfaction and recognition of Jetta has reached a new climax. Many car owners went to Guangzhou Auto Show with Bo Huang to witness the important moment of the second anniversary of Jetta brand, which left an unforgettable and deep impression on Jetta.

With the demand of users in China? Realize product customization

In the current automobile market, user demand presents a dynamic trend. Jetta has a deep insight into the needs of users and meets their expectations in product innovation. At this year's Guangzhou Auto Show, Jetta brought the upgraded version of the second anniversary of Jetta VS7, the version of VS7 Black Front Pro and the version of VS5 2022. The iterative upgrade of appearance and interior continues to demonstrate the true strength of German high-quality SUVs.

Users like mysterious black more and more, Jetta VS7 Black Front Pro came into being, and the manganese stone black covered by the car body is full of domineering; Users' pursuit of texture has never stopped. The second anniversary customized version of Jetta VS7 is made of suede, which is comfortable and soft, and the sense of grade is improved again …

Jetta's user-oriented, customized product strategy captures the real needs of users in product upgrades again and again, enters the inner world of more users, and directly hits the pain point, in order to gain the recognition of more than 300,000 car owners in just two years. As Liu Wanjia, director of brand marketing and project management department of FAW-Volkswagen Jetta, said: "We just put the user operation into practice and let users feel the temperature."

In the era of mobile Internet, operating users will become the core competitiveness of an enterprise. Jetta is well aware of this. Based on the needs of users, the new Jetta is still exploring its own "new model" in the user operation of traditional car companies.