Volkswagen shifted their sales strategy last fall when they lowered the price of their 2011 Jetta by $1,600. New buyers became more attracted to the vehicle and sales vastly improved. June’s combined U.S sales jumped 88 percent for the wagon and the sedan even with a price hike of $500 set last April.
June was actually the Jetta’s best month with 17,105 sales. The last six month sales period also improved by 66 percent hitting 91,752 units sold.
Jonathan Browning, CEO of Volkswagen Group of America was interview and he said: Jetta’s lower base price attracted new customers and the average transaction price increased. He also said, “We are selling more units above $19,000 than ever before”.
VW has figured out the formula after decades of trial and error as to what Americans want. VW will also be testing this formula for the U.S built, redesigned 2013 Passat arriving in fall.
[Source: Automotive News]