As the Saudi automotive market continues to defy global trends, sedans remain firmly in demand across the Kingdom. In this interview, Martin Sander, member of the Volkswagen Board of Management responsible for sales, marketing and after-sales service, explains why Saudi Arabia was the right market to reintroduce the iconic Jetta and Passat. He discusses Volkswagen’s strategy in a highly competitive segment, how German engineering and premium features are being made accessible, and what the success of these ICE models means for the future rollout of electric vehicles in the region.

1. What was the core strategy behind reintroducing the Volkswagen Jetta and Passat, and what is their return in the Saudi market?
We continue to see strong demand for sedans here in Saudi Arabia — very different from other markets where customers are rapidly moving toward SUVs. Sedans still hold a special place for Saudi customers who appreciate the comfort, practicality, and presence these cars offer.

At the same time, the Kingdom’s economy is growing at an incredible pace, and that brings a huge opportunity for Volkswagen. Together with our strong partner network and the strength of our brand, we saw the right moment to bring back two of our most iconic nameplates — the Volkswagen Jetta and Passat.

Both models represent the best of Volkswagen’s DNA: German engineering, attention to detail, and accessible quality. Their return also marks an important step in expanding our portfolio here in the Middle East — and it’s only the beginning of what’s to come from Volkswagen in the coming years.

2. The Saudi sedan market is highly competitive. What makes the all-new Jetta and Passat stand out against key rivals?
If you take a close look at the all-new Passat, especially next to its competitors, you’ll immediately feel the difference. The build quality, the design, the attention to detail — features like ventilated and reclining rear seats, even massage seats in the second row — these are things you’d normally find in premium cars. Yet we’ve made them accessible to everyone. That’s a big part of what makes Volkswagen unique.
The same story continues with the Jetta. It carries that unmistakable German precision and craftsmanship in a sportier, more compact form. The all-new Jetta is for those who want a car that’s both practical and stylish — it’s fun to drive, looks great, and comes loaded with smart technology that elevates daily driving.
When you combine this level of quality and engineering with an entry price that remains highly competitive, it positions both cars extremely well in the segment. They prove that you don’t have to compromise between value and quality — that’s what we mean by German engineering for the people.
3. Who is the ideal customer for the all-new Jetta, and who is it for the all-new Passat, with these new models?
Both Volkswagen models appeal to customers who value design, quality, and a strong driving experience. The Jetta is ideal for younger professionals or small families — those who want something dynamic and stylish that fits their lifestyle.
The Passat, on the other hand, offers more space and comfort, making it perfect for families who want premium quality and luxury-level features without paying premium prices.
Ultimately, both cars are designed for people who appreciate true German craftsmanship and engineering, but also value accessibility and long-term reliability.
4. Does the successful launch of these new ICE (Internal Combustion Engine) sedans impact the timeline for introducing more electric vehicles, like the ID. series, into the regional lineup?

Right now, we don’t see a large demand for electric vehicles in Saudi Arabia, but the picture is changing. We’ve already completed extensive hot-weather testing of some ID. models in the region — under some of the toughest conditions imaginable — and the results have been very positive.
Volkswagen already leads the electric mobility market in Europe, so when the time is right and the local infrastructure is ready, we’ll be able to bring our full ID. range to the region quickly and confidently. It’s just a matter of timing — and we’re ready when the market is.
5. How will Volkswagen position these models in terms of pricing? Will they offer more features for a similar price?
Volkswagen has always stood for German engineering and quality — made accessible to everyone. The all-new Jetta and Passat perfectly embody that promise. They bring premium design, advanced technology, and the craftsmanship of German vehicles at prices that are within reach for a broad range of customers.
This approach not only gives customers incredible value but also strengthens Volkswagen’s position in the market as a brand that delivers excellence without exclusivity. It’s about giving people more choice — and expanding our lineup to meet the needs of every kind of driver across the region.