The first step begins with the redesigned 2011 Jetta sedan which will go on sale in October. The new Jetta pricing will start from USD $16,000, down from USD$18,435 for the current Jetta. In addition, the entry-level version is offered with stability control and air conditioning. Regarding the competition, the entry-level 2010 Toyota Corolla starts at USD $16,200 while the base 2010 Honda Civic is offered for $16,405. The Jetta will be the most affordable car from Volkswagen in the United States, slotted below the Golf which starts at USD $18,370.
Apparently, the Jetta price was lowered because it is Volkswagen’s “bread-and-butter car and the potential in sales is sizable” according to Mark Barnes, COO of VW of America. I am not sure if this is a good marketing strategy as it might have a negative impact on the branding.
Do you envision the day whereby a Jetta is cheaper than a Corolla in Singapore?