Reinventing the ŠKODA brand image

ŠKODA was a brand that faced enormous prejudice. How did the Czech carmaker turn it all around? When I first started taking an interest in cars I swallowed up everything I read in car magazines. While I liked looking at the pictures of the new cars and dreaming of which cars I would like to own, I also read the one-liners at the back that could make or break a car. I was becoming conscious that some brands were not as cool as others...