{"id":6261,"date":"2013-08-21T12:00:46","date_gmt":"2013-08-21T12:00:46","guid":{"rendered":"http:\/\/www.wheelsforwomen.ie\/?p=6261"},"modified":"2014-08-23T18:46:04","modified_gmt":"2014-08-23T18:46:04","slug":"reinventing-the-skoda-brand-image","status":"publish","type":"post","link":"https:\/\/www.wheelsforwomen.ie\/index.php\/reinventing-the-skoda-brand-image\/","title":{"rendered":"Reinventing the \u0160KODA brand image"},"content":{"rendered":"
\"1964<\/a>

1964 Skoda Octavia<\/p><\/div>\n

\u0160KODA\u00a0was a brand that faced enormous prejudice. How did\u00a0the Czech carmaker\u00a0turn it all around?<\/strong><\/em><\/p>\n

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.<\/p>\n

I was becoming conscious that some brands were not as cool as others – all cars were not created equally. I soon figured that a car could say a lot about who you were, or more accurately, who you wanted to be. In other words, for the price tag you were buying more than just a car. You were buying the brand image too.<\/p>\n

Growing up I dreamed of owning many cars but a\u00a0\u0160KODA\u00a0was never one of them. The boxy\u00a0\u0160KODA\u00a0Felicia of the mid-1990s didn\u2019t have the style or badge kudos to warrant any childhood fantasy.<\/p>\n

I don\u2019t think I was alone and I\u2019m pretty sure\u00a0\u0160KODA\u00a0knew they had a lot of work to do to change the negative public perception of the brand.<\/p>\n

Well I\u2019m 100% certain they did. Because the transformation of the brand over the last twenty years has been nothing short of amazing.\u00a0\u0160KODA\u00a0is now a household name and we have petrolheads and motoring journalists lusting after souped-up Octavias.<\/p>\n

\u0160KODA\u00a0has come a long way. After World War II, the Czech carmaker\u00a0fell under the communist regime; the company was\u00a0state-owned and fell behind in terms of technology compared to their Western counterparts, despite a solid manufacturing heritage.\u00a0After the fall of communism in 1991, \u0160KODA became part of the Volkswagen Group, and this signalled the beginning of the brand\u2019s regeneration.<\/p>\n

For sure the association with the Volkswagen Group has helped the \u0160KODA brand enormously. \u0160KODA has benefited from the marketing power of the VW Group and enjoyed the same\u00a0product advancements and technologies as their VW siblings. The design concept of \u201ctimeless design\u201d is similar too, according to Ray Leddy,\u00a0Head of Marketing & Product at \u0160KODA Ireland.\u00a0\u201cThe product design does not age over time. For example the previous Octavia was in production since 2004 and still remained one of Ireland\u2019s best selling cars. It looked fresh and modern until it finished production late in 2013,\u201d he says.<\/p>\n

In Ireland there are now 10 model variants in the\u00a0\u0160KODA line-up\u00a0and today\u2019s slick and stylish machines are a complete contrast to the earlier cars. To put this in perspective,\u0160KODA\u00a0first started selling cars in Ireland in 1993 and at the time they only sold two different models. They sold just 76 cars in their first year in Ireland but in the first seven months of 2013, they have already sold 4174 cars, representing 6.4% market share and making\u00a0\u0160KODA the\u00a0seventh most popular brand in Ireland in 2013, ahead of stalwarts of the motoring world like Audi, Renault, Peugeot, Honda and BMW.<\/p>\n

That\u2019s progress.\u00a0Leddy puts the success of the brand in Ireland and increase in market share down to three main factors: a network of good dealers, improvement of the actual product and word of mouth recommendation from satisfied customers.<\/p>\n

I can\u2019t help but think that a super-hot 220bhp Octavia bearing the RS badge can\u2019t do too much harm either.\u00a0It\u2019s a car that is surely worth a place on a car snobbish ten year old\u2019s bedroom wall. How times have changed.<\/p>\n

To see more Skoda cars throughout the years check out our Skoda Album on Facebook<\/a><\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

22nd August, 2013<\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u0160KODA\u00a0was a brand that faced enormous prejudice. How did\u00a0the Czech carmaker\u00a0turn 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 […]<\/p>\n","protected":false},"author":9,"featured_media":6265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[1398,1399,503,46,846,45,1400],"class_list":["post-6261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-features","tag-brand","tag-car-maker","tag-featured","tag-octavia","tag-rapid","tag-skoda","tag-superb"],"yoast_head":"\nReinventing the \u0160KODA brand image - wheelsforwomen.ie<\/title>\n<meta name=\"description\" content=\"\u0160KODA was a brand that faced enormous prejudice. 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