I think it must just have something to do with the design, especially the interior. I can see what you mean when you say it kind of looks like a generic econobox but I think the Jettas (and most new VWs) were done really well even if they aren't particularly extravagent or whatever. I drive a Golf myself and though I don't really care what anybody thinks of my car, I have noticed an unusually large number of females seem to go ga-ga over it... which is inexplicably wierd to say the least, since I wouldn't expect it from that car. Who knows...