After a few days of driving, I decided to e-mail a few friends who were the perfect target market for this new Jetta.
The two in question are hip, successful Chicagoans who each own a third generation Jetta. Susanne and Mahmood are
two-thirds of Flower Booking, they manage tours of bands like Tortoise,
Pelican and Ted Leo and the
Pharmacists. The two joined me for a daytime run to Staples. A new office supply store opening in town is a big
deal to folks who run their own office. On first glance, both remarked at how much bigger the new Jetta seemed. Then
they walked around to see the front.
You see, Susanne and Mahmood aren?t car enthusiasts like our regular readers. Susanne hadn?t even seen a picture of
the new Jetta, nor had she read anything about it. That?s why her first comments were so remarkable. ?It looks just
like a Corolla!? The sentiment is familiar here of course, but VW must cringe every time a potential car buyer draws
that comparison for the first time. They both also gave a thumb down to the chrome grill. Mahmood said he?d pay extra
to get rid of it.
After a quick walk around the car, we loaded in and headed to the store. Susanne hopped
in the back and could only say she wasn?t as cramped as she?s used to in a back seat. Susanne is tall you see, easily
six-feet. When we got to an empty spot in the store?s parking lot we all got to take a closer look at the Jetta.
I was surprised at how seriously the two inspected this new entry into pop-culture relevance. They actually pointed
out the hard to see front turn signals. None of us could believe how weak they were. It must have been an omen, because
later that day I was almost hit because someone couldn?t see my turn signal. This was the kind of thing that surprised
me both in the seriousness of our impromptu focus group and the fact that Jetta has made a pretty significant safety
feature so unsafe.
Susanne is actually in the market for a new car. The price of the Jetta turned her off and a Corolla a row or two away
in the parking lot confirmed how similar the two exteriors were to the casual car person. Susanne definitely didn?t see
a $5,000 advantage to the Jetta (base version). Mahmood liked the car?s ride and handling and the interior quality.
He?d probably be an easier sale than Susanne. Unfortunately for VW, he?s not in the market for a new car.
After a quick run of supply shopping we explored the huge trunk and easy to flip down seats. The amenities impressed
all three of us. But when I dropped the two off at their office I could tell Susanne was going Toyota shopping, and
maybe Mahmood was impressed enough to go back to VW the next time he needed a car.