Škoda
From Czech Streets

Imagine 1895, Bohemia — two brilliant minds, Václav Laurin and Václav Klement, open a bike repair shop. Soon, they build their own two-wheelers under the name Laurin & Klement (L&K). By 1905, they’re launching cars. These weren’t random tinker toys — they were sturdy, fine-crafted Czech machines that stole the show. In 1925, L&K merges with Czech engine maker Škoda Works, becoming Škoda Auto. A classic case of “if you can’t beat ‘em, partner up.”

Fast-forward to 2024 — Škoda isn’t just old-world cool, it’s hitting markets like Puma in India and Kodiaq in Europe.

• Sold over 1.26 million vehicles in 2023 globally—still holding strong across Europe, China, India, and Russia .
• Market share peaked at over 5% in Europe in recent years, punched above its weight .
• In India, Škoda deliveries nudged 23,000 units in FY24, showing steady uptick .
• Upcoming EV game: plans show EVs rolling out in 2026 under the Enyaq/iV lineup .

Not bad for what began as a bike shop in a Czech neighborhood.

• European engineering, Czech pricing — classy with a friendly wallet.
• Spacious interiors, quirky design, award-winning cabins (Fabia, Octavia).
• Packed with Michelin-worthy apps like front radar, SmartLink, and Virtual Cockpit.
• One of the most generous warranty and service packages across emerging markets.
• Offers that feel real: free 3-year maintenance in India, long-term subscriptions in Europe.

It’s fancy-but-friendly — like polished shoes with comfortable soles.

Škoda started merging in 1925, pumping out cars through the mid-century. World War II buffeted production. Post-war nationalization under Communist rule made it a Soviet-era staple. But in the early 1990s, Volkswagen Group spotted gold — Škoda got bought and reborn into a sleek, modern carmaker. VW sprinkled its MG migration magic, bringing Scala, Superb, and Kodiaq to life.

• Autocar Car of the Year 2014 (Octavia)
• European Car of the Year 2022 (Enyaq iV)
• India’s ‘Lowest Cost of Maintenance’ in 2023 reports
• Multiple JD Power IQS/APEAL rankings for dependability and owner satisfaction

Those globetrotting trophies are shiny props, proving Škoda’s turned heads hard.

• 20+ plants globally: Czech Republic, Slovakia, Russia, China, India.
• Indian plant in Pune pumping Rapid, Kushaq, Slavia.
• 1000+ dealerships worldwide, supported by VW’s scale.
• Digital booking platforms, VR showrooms, pop-up road trip events.

This is no local merchant — it’s a global café with top-tier chai.

• Hogging SUV craze: Kushaq, Karoq, Kodiaq
• Compact city cars: Fabia, Rapid
• Sedans: Superb, Slavia
• EV shift: Enyaq iV, Enyaq Coupé, future EV microcars

Škoda adapts fast: sedan lovers? They got a pick. Compact SUV fans? In stock. EV curious? Coming soon.

• Riding on VW MQB platform, saving billions on R&D.
• Shared engines, tech, PHEV, infotainment — smart economies of scale
• Indian JV with VW India, integrated manufacturing.
• Shifts in branding and marketing all under VW’s umbrella for cost-efficiency and global consistency.

No huge acquisitions lately, but Škoda got reborn by VW in the 90s. These days, integration is the strategy: blending VW tech with Czech engineer DNA for smart, value-packed cars.

• Clear product line-up—one vehicle per gap, never confusing the buyer.
• Local market customization: India-spec Suzuki-powered engines and design tweaks.
• European quality at emerging market prices.
• Broad warranty packages — making buyers feel secure.
• Launch cadence: new Kushaq, Slavia, Enyaq models every 12 months.

• Steep perception battle in India vs Maruti-Hyundai.
• COVID + chip shortages stalled deliveries.
• EV shift costs — new investments, dealer retraining, public trust.
• Internal competition within VW: many sibling brands, many similar-looking cars.

Škoda had to stand tall in a crowded VW family and outshine local players.

• Heavy marketing investments with Indian cricket sponsorship.
• Hiring local technicians for EV cultural shifts.
• Fast lane deliveries — pushing service backlogs with weekend workshops.
• Repositioned interiors: European-friendly, India-friendly, EV-ready.

• Bike shop beginnings → early car pioneers.
• Survival through wars, Communist era.
• Picked up by VW — refreshed design, modern production.
• SUV + EV transformation.
• Positioned as value-first with European standards.
• Now known for delivering clever features at honest prices.

Škoda’s initial focus for Kushaq launch in India: “2021 Hindi teaser. Think SUV, think family.” They released 60-sec reels of families, valleys, SUVs with festive Bollywood tracks. Instantly relatable. Not a spec sheet, but a mood piece.

In India, Škoda’s “Time for a Family Drive?” campaign around Diwali felt heartfelt—showing multi-generational families on weekend trips. They paired it with festival discounts and a launching challenge—“#KushaqDiwaliDrive”—leading to thousands of UGC stories.

In Europe, they tie EV launches to World Environment Day — multi-city electric road trips with influencers, pop-up booths, free coffee and jury test drives.

Not your average celeb. Škoda sends mid-range influencers to Alps in Kodiaq, to Ladakh in Slavia, or to Goa festival circuits in Kushaq. They share raw videos titled “Our 3-Day Ladakh Run” — results? Watch time +73%, brand enquiries up by 23%.

COVID hit. Škoda India went digital: VR walk-throughs of Stelvio, Pint arrows to showroom rooms, digital booking, weekend webinar chats with engineers.

They organised “Live with the Engineer” Insta sessions—talking suspension, potholes, insurance. People clicked in with real questions.

Škoda India used Google patterns: “SUV under ₹15 lakh” queries got them budget SUV retarget ads. In Alpine Europe, EV shoppers were shown Enyaq ads micro-targeted to those showing interest in tax rebates.

All Škoda’s ads, emails, social posts were optimized for phones—no heavy load times, simple UI, interactive 30-sec scrolling.

Hashtag campaigns: #ŠkodaStories. Users post pics from Kushaq highway drives with chai stop captions. Škoda reposts, comments with emojis, turns random users into micro-influencers.

Bought a Skoda? They send “Hey, how’s the drive?” videos, service reminders, and DIY filter change WhatsApp reels. Feels less corporate, more buddy-checking-in.

They review which models got test-drive clicks, which weeks saw high video completion. Ad budgets are moved in real-time from lavander north-east to Mumbai spending — marketing that actually thinks.

Škoda USA organised “EV Weekend” tours with local influencers. In Germany, they did “Fabia Summer Drive Series” vlog episodes. They then reused footage in global ads, localized to fit each country.