Skoda will unveil a new design language this year called Modern Solid.
Skoda will unveil a new design language called Modern Solid, as part of a new position that executives say will be the biggest change in the brand’s strategy since the Czech carmaker became part of the Volkswagen Group. For 20 years.
Skoda’s head of sales and marketing, Martin Jahn, said the brand is redefining its positioning and customer groups – and the change means a “comprehensive design overhaul” is needed.
“It will be the most dramatic change for Skoda since it became part of the Volkswagen Group and will prepare the brand for the digital and electric age,” Jahn said at Skoda’s March 22 annual press conference.
Skoda has been a profit force for VW in recent years, offering cheaper, larger and more practical cars than the VW brand equivalent, but its success has brought strong enemies into the VW Group empire.
VW’s workforce leaders say Skoda is attracting too many potential VW customers and have demanded that the brand not get the latest technology from VW, according to German media reports.
VW Group CEO Herbert Diess said he wanted to make sure there was minimal overlap between the group’s volume brands, leading to fears that Skoda would be forced to go to market to compete with budget manufacturers such as Dacia.
However, VW Group’s head of sales, Christian Dahlheim, said Skoda would not compete with Dacia.
Skoda will continue to compete with French and Ford brands, targeting customers looking for functionality from their car and can’t afford cars at higher prices, Dahlheim said last year in an online presentation to analysts focusing on the Group’s brand positioning. VW.
SUV design teaser
During its annual press conference last month, Skoda teased its new look with a blurry picture of a bulky SUV-style vehicle, possibly a square-grille concept. Skoda said it would reveal its fresh style in the second half.
On its Twitter feed, Skoda said it was “turning its attention to the family and outdoor lifestyle,” without explaining how the new style would differ from its current design.
Skoda has not given any indication of which vehicles will use the first new design language. Its next launches will be three new electric cars positioned under the Enyaq iV compact all-electric SUV, including a small car.
Skoda’s style for cars like the Octavia, its best-selling model, has usually been more restrained, as it aims to maximize cost-effectiveness and place more emphasis on space than style, although the recently launched all-electric Enyaq Coupe iV SUV The brand offers a distinctive and bold SUV.
The new design language will give customers “a truly amazing moment,” said outgoing CEO Thomas Schaefer, who is leaving the brand to run the VW business. “We want to align ourselves more closely with their lifestyle,” Schaefer said.
At the VW brand, Schaefer will succeed Ralf Brandstaetter, who has been promoted to lead the VW Group’s Chinese business. In his new role, Schaefer will be tasked with preventing duplication between the VW Group’s volume brands, while finding more synergies.
Former Porsche CEO Klaus Zellmer, who is currently VW’s head of sales, has been chosen by the VW Group to replace Schaefer as Skoda’s CEO and will take over on July 1, according to German media reports.