My first car was a Jetta. I've had several other cars since then and was recently in the market for a new car. I couldn't deny the quality of the VW cars and saw it in the comparisons among other makes. Once a VW owner, always a VW owner.
Safety, and clever add on features. Ipod plug and play, rolling up windows with the key, great stereo, nice air flow/temp in car, nice lighing at night, good headlights, powerful engine and smooth shifting, slows down very well ... and lots more!
Gas mileage. You shouldn't have to get a hybrid to get better mileage in a car this size.