Market Report: 2005 Volkswagen Jetta

Environmental Scan

Nature of Demand:

Some of the key target markets for the new 2005 Volkswagen Jetta,

include a younger demographic that are looking for a high quality brand

name with a tradition of reliability.

The new Jetta is breaking ties from its old image of the family car

that highlighted safety features and family values, and in turn is

being marketed as the new generation Jetta. This Jetta is more

high-tech, with a sleek and stylish design, and is being portrayed as

an exciting car, as to grasp a younger and trendier target market.

Aside from the special features, the most noticeable change in the

Jetta is the look. Volkswagen has even gone with a more "Japanese

look", comparable to the Acura's and the Honda's in the market. This is

also a reflection of Volkwagen's attempt to aim at a younger target

market, as cars such as the Acura Integra, and the Honda Civic are very

popular among younger people. Extra accessories have also been added to

this Jetta to give it a more youthful appearance. Some of these

accessories include a sporty rear spoiler, 18" VisionV wheels, silver

tail lamps and a rear valance. Another key feature to this Jetta is the

steering wheel. The steering wheel alone allows you to accomplish up to

eight different things, including scrolling through CD tracks and

answering your cell phone. This is a great feature to target towards a

younger market, as younger people demand a lot out of their cars and

are often trying to do many things at once. This makes multitasking

that much easier.

As far as the 2005 Volkswagen Jetta meeting