Skoda Introduction The re-branding of Skoda provides a useful case study of the challenges set about by brands wishing to reposition themselves Remember the Skoda jokes? - What do you environ a Skoda with a sun-roof? Answer: A skip - why does a Skoda have a heated rear windshield? Answer: To keep your custody 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 heed the Skoda is now 1 of the fastest-growing car brands in the UK motor industry. The Czech car telephoner boosted its sales in the UK in 2001 by 24% as opposed to the average market offshoot of 10.7%. This built on growth of 34% in 2000. How has this been achieved? Background Skoda had a monopoly in car manufacturing in Czechoslovakia until the 1989 Velvet Revolution. After this the Czech judicature started tone for a commercial partner to revitalise its Skoda factories. In 1991, Volkswagen took a 30% stake in Skoda and started work in preparedness and educating the workforce to Western quality standards. It invested over £2 cardinal grosbeak in the plant, research, development and new models. Ten years later, in 2001, VW took total control of the business.
The first two launches from the new Skoda camp were well-received by the automotive press. The Felicia - launched in 1994 - was built as an old-style Skoda, but enjoyed the benefit of VW features. The 1998 Octavia was built on the VW group platform. The be of the improved VW car structure pushed up Skoda prices. The cars carried a proud price tag and Skoda needed to c onvince consumers that this price was comm! it paying. A VW marketing manager working for Skoda explained: We needed to hit outdoor(a) from... If you want to get a full essay, order it on our website:
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