Case study - rebranding of SKODA

Skoda Introduction The re-branding of Skoda provides a useful case study of the challenges faced by brands wishing to reposition themselves Remember the Skoda jokes? - What do you call a Skoda with a sun-roof? Answer: A skip - Why does a Skoda have a heated rear windscreen? Answer: To keep your hands warm when you push it - What do you call a Skoda with twin exhaust pipes? Answer: A wheelbarrow Critics of the …

…even Octavia sales were seeing a 29% increase on the previous year. In July 2000, the near impossible finally happened - Skoda had a waiting-list for its cars. There was also a less obvious, but equally important shift in the public's perception of Skoda. Only 42% of those polled after the campaign said they would not consider buying a Skoda. Many UK customers now don't see a Skoda in front of them - they see a cut-price VW.