Skoda marketing turnaround

This is an interesting piece of video from the BBC. Back in the 80s who would have thought that Skoda would rock in at no3 (tied with Jaguar) in a survey of cars, just behind Lexus and Honda.

In fairness this is as much a manufacturing turnaround as a marketing one, but it is the marketing that interests me at the moment.

The re-branding of Skoda provides a useful case study of the challenges faced by brands wishing to reposition themselves. Remember the Skoda jokes?

– What do you call a Skoda with a sun-roof? Answer: A skip.

– Why does a Skoda have a heated rear windscreen? Answer: To keep your hands warm when you push it

– What do you call a Skoda with twin exhaust pipes? Answer: A wheelbarrow

Critics of the Skoda would be surprised to hear the Skoda is now one of the fastest-growing car brands in the UK motor industry. The Czech car company boosted its sales in the UK in 2001 by 24% as opposed to the average market growth of 10.7%. This built on growth of 34% in 2000. How has this been achieved?

Read a marketing case study of Skoda’s re-brand:

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