I think everyone has heard of limited edition cars and limited edition luxury goods. Why do manufacturers launch limited edition stuff? Let's analyze it from the perspective of the brand and the consumer.
From a manufacturer's point of view, the introduction of limited editions is often for two reasons.
First of all, most of the limited edition products that can be launched are high-end brands, subject to special manufacturing processes, or the reason why individual raw materials cannot be supplied on a large scale, and can only be produced in small batches, so the limited edition will be launched.
Secondly, as the saying goes, things are scarce and expensive, and the brand side can increase the price of the brand by relying on the limit, and then it can also enhance the brand influence to a certain extent.
Then as a user, buying limited edition things often has three purposes.
1st, since it is a limited edition, and there will be no more in the future. Then there will be a possibility of appreciation, then you can buy it for collection, wait for appreciation, and treat it as an investment.
2, limited edition stuff, that's relatively few, and the price is usually more expensive. Can show their good economic strength.
Third, limited edition goods are definitely very different from ordinary goods in the design process, so the purchase of limited edition goods can also highlight their unique taste.
But recently an operation of the Jetta brand that I did not understand, it launched a customized version of the VS7, limited to 200 vehicles, the guiding price of 145,800.
The Jetta brand, everyone knows that its positioning is lower than the Volkswagen brand. Such product positioning means that it is a popular, people-friendly car brand. And such a brand launched a customized version of the model is very incomprehensible. It felt like KFC had launched a custom version of Coke, or a custom version of fries, and it really didn't make much sense.
In terms of appearance, it is only painted with matte car paint, and the logo is blackened. The interior is clad with Alcantara material, which is not difficult from a process point of view. Even after many users buy this car, they can completely modify it through the modification shop and modify it to look like this, and it does not cost much.
So can this model enhance the influence of the Jetta brand? I don't think so. Because this product has not changed much in essence, the price is only 145,800. Therefore, although it is a limited model, it cannot enhance the influence of the brand.
So as a user, are you willing to buy such a model? I don't think there's much chance that users will buy it either. On the one hand, such a limited edition, there is not much room for appreciation. Second, the limited edition priced at 145,800 has no way to show the user's good economic strength. Third, the blackened style has become very popular in the automotive industry in recent years. Therefore, many offline third-party modification stores will also launch the service of film color change, so the official limited edition model and enhance the unique taste of the user do not seem to have much significance.
So why did the Jetta brand launch such a limited edition model that didn't make much sense? I think the only purpose is exposure. From the birth of other brands to the present, the three models VA3, VS5, VS7 are all taking a cost-effective and people-friendly route. All three major pieces are FAW-Volkswagen, and in addition to being cheaper than FAW-Volkswagen models, there seems to be no other highlight. That's why jetta needs exposure!
Moreover, in the price range of the price of the Jetta, a large number of independent brand models have poured in, and the independent brand models and the materials used for workmanship are more exquisite. Even in engine and transmission technology, it is slowly catching up with the joint venture brand. For example, the Jetta VS7 is a limited edition model priced at 145,800. At such a price, users can buy Geely Xingyue L, the size is similar, and Xingyue L is equipped with a 2.0T turbo engine, which has stronger power performance and more exquisite interior workmanship materials. So why do users buy Jetta?
Therefore, I believe that the Jetta brand has entered a bottleneck period at present, on the one hand, the development of the brand and the launch of new models require the blood transfusion of Volkswagen. On the other hand, it also lacks enough innovation, for the Jetta, it may be a change of color, change the interior is even a new model. There is also a lack of competitiveness in the face of competition from its own brands, so I think the Jetta brand really needs to think about how to develop next.