Skoda Marketing Turnaround

Here is an interesting point: 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:  https://www.managementtoday.co.uk/rebuilding-skoda-overcoming-brand-prejudice-skoda-auto/article/547869

See the post about how many emails it takes to make a Ford motor car.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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