Why is the Jetta so popular with a certain market segment?

Most of the time when I see a Jetta, it's driven by a reasonably attractive woman in her 20's or 30's, the urban-professional type. The color black also seems to have something to do with it. It's possible that this observation is a California-regional thing, but I get the impression from others that it's nationwide.

Now, I can understand how a certain car can be attractive to a certain market segment. Cars like the new Beetle, the PT Cruiser, or the Mini have very distinctive styling and clearly are targeted to people who have very specific tastes. But the Jetta is practically a generic econo-sedan, yet I see more demographic variation in the drivers of those other cars than I do in the Jetta.

The other theory would be because the Jetta is carefully targeted to that demographic in its advertising campaigns. I'm not sure about that, though, because I've seen lots of commercials for Jettas that don't seem to have that particular target. Then again, I might be missing subliminal cues in the commercials simply because I'm male and don't have the psychological makeup to react to whatever triggers they're putting in the ads.

I'm sure Heather has an opinion, since she works at a VW dealership, so I'm interested in that. Anyone else want to chime in, too?

It's possible that this observation is a California-regional thing, but I get the impression from others that it's nationwide.

It's happening here too.

My sister also wants one, but she is the artsy college type. I have no idea what is attractive about that car. Very generic if you ask me.

but she is the artsy college type

True, I've seen yuppies, and bohemes, and students at the wheel. All female, all 20-30ish.

When I was in high school, and girls talked about their dream car, they almost always said a Jetta. What the hell? We're talking about a pretty affluent area here, and these girls are aspiring to get a Jetta? Apparently they find them cute and fun. No accounting for taste, I suppose.

The color black also seems to have something to do with it.

It's silver here, almost ubiquitously - maybe because of the desert sun. Black would melt the pretty girls' mascara as soon as they got in the car.

- trs

consider the options.
civic, sentra, tercel...just to name a few.
I think it's possible that people that fall into the category that need such a car might prefer the jetta. it wouldn't surprise me if it were the zippiest of them. and it's really no more bland than the others.

I remember Dateline had a girl go to a car dealer and buy a car. They analysed how she got screwed. The car she bought and got screwed on was a new Ford Mustang. I suppose Dateline ended up paying for the car.

She then went to a VW dealer with a car-buying expert to demonstrate the proper way to buy a car without getting it up the a$$. This time, however, she was actually going to buy this car. What did she choose? A Jetta. I knew then that this was some sort of epidemic

Damn it. Shhh. I have one too. Of course, I bought mine before they became popular (originally got one in 1997, then bought a IV in 1999), and now I don't want it anymore.

Anyway, I've noticed the same thing. I know 5 people who also have one. It was voted a "feminine" car, but I don't really see that, as 4 of the 5 people I know that have one are male.

consider the options.
civic, sentra, tercel...just to name a few.

For probably an extra couple grand, I'm advising my sister to wait for the 2005 Legacy. That sedan looks way hotter than the Jetta.

The car seems to have a coolness factor associated with it. I noticed it the first year it came out (I think 99) when I was a senior in high school. It's a popular car for the "popular kids". I also noticed that the car was big with the emo kids -- especially, as Tony pointed out, in the color Black.

I don't think it has to do with VW's marketing campaign as the commercials for the car don't seem to be particularly targeting females 18-25.

I really can’t explain it either other than figuring that the collective psyche of cool girls decided that the Jetta is a car that matches their personality and style. I mean, compared to say, a Neon or Sentra, I gotta admit that the car does seem a little more… sophisticated?

Silver here in Southeastern PA as well. No fewer than four of the aforementioned yuppie chicks in my development with silver Jettas, two others with other-colored Jettas. In my parking lot at work, no fewer than three such instances.

Is your sister a dyke?

not yet. Legacy puts it over the top?

That Legacy looks like a Civic form the back and an Accord from the front. Seems like they just made it look like all the other Japanese automobiles. I like the looks of the current Outback Sedan much more. MHO, of course.

- trs

Cartalk did a survey and found that the ten most popular cars amongst lesbians included four Subarus, with the Outback (modified Legacy) at the top, confirming popular notions. I'm working from memory on the Cartalk thing, as they've taken it off their web site. Also, Subaru has Martina Navratilova as a spokesperson and sponsors lots of GLAAD events.

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...

I've heard Subaru refered to as Lesbaru... I think they actively market to that particular segment. I think it was the Outback or maybe even the Forrester that seemed to be particularly popular.
I really like the way the new Legacy looks though... don't know if those are on sale yet though.

The Squeak Reflex?

Defined as that irresistable urge for normally sane women to go "Oh, how cute!" over things that look miniaturized.

See this page of this book for more information and examples by the person who coined the phrase.

"Most of the time when I see a Jetta, it's driven by a reasonably attractive woman in her 20's or 30's, the urban-professional type."

Not familiar with this... could someone post some pictures for reference

Subaru also has Lance Armstrong as a spokesperson and sponsors many other organizations, including the National Ski Patrol and the Mount Washington Observatory. It's also the quasi-official car of trad climbers in North America (sport climbers preferring Toyota Tacoma light trucks).

The new Subaru Outback XT looks nice too, especially with the 2.5L Turbo.

But the Jetta is practically a generic econo-sedan

I beg to differ. Do a vehix.com comparison of a Jetta and two other econo sedans and you'll discover that the Jetta comes with many standard features that are often optional features on the others. Now you don't get these for free and VW aren't known for being the cheapest vehicles, but they are good value and they raise the bar for buyers - there aren't any cheap $12k Jettas.
Add in the fact that Euro is 'in', and that there aren't any cheap Euro cars over here, and you start to see the market - Young image-concious professionals who know value.
But why the Jetta? Why not the Golf? Simple - the Jetta looks larger, which is easier to pitch to the average US consumer. In reality. it may be a inch or so longer at the front end, but they are based on the same chassis and floorplan. Apparently VWOA took a concious decision to push the Jetta to break into the mainstream market. (It worked obviously). Ironically, the Golf has more useable room being a hatchback. (Although the Jetta Wagon beats that..)

My old roommate, very very well dressed type of guy has one. Not sure why he liked it so much the thing broke all the time and it has less than 25k miles on it.

I think they pushed the jetta over the golf because car companies here think we hate hatchbacks. When I got my golf I got it because it was the only decent hatchback available the only other at the time was the focus. Now they are turning around and mazda offers a hatch and honda does again as well.

I (on a personal level) can't stand hatchbacks. I dont know what it is about them that turns me off. I know that there is more space in a hatchback, but then again the extra space amounts to about 6 cubic feet. What am I am i going to do with just 6 extra cubic feet. Its not enough for a body.

I personally don't like my cargo to obstruct my rear view. I also find it nice to keep the cargo area separate from the passenger area.

Also, do you mean "schmuck"?

Also, do you mean "schmuck"?

Yes, and now you know why
I never pay attention to details. It always gets me in trouble

One of my 20 year old co-workers just had her car catch on fire. After she got the insurance check she went car shopping...

Black Jetta...

Yup, it's a popular thing here in Utah as well. Maybe it's the blue dash lights??

As sad as that sounds I think you are right. I had people comment about mine how they liked the blue light.

you would be amased at how many cars use the same floorpan as the golf

golf, beetle, jetta, VW tourang (small mpv new in europe), Audi A3, Audi tt, seat cupra, seat leon, skoda octavia

VAG share a huge amounts of platforms over all the ranges

I knew about all of those except the Tourang. Only the Beetle, Jetta Golf and Audi TT are available over here.