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: http://tutor2u.net/business/marketing/casestudy_skoda.asp
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