Introduction to the Superb

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INTRODUCTION

Škoda surprised the automotive world and the driving public when it launched the Superb in 2001. In most people’s recent memory, Škoda made small cars. Full stop. And here was – and is - a very large Škoda that was full of surprises.

The Superb is a large car that sits in the upper-medium segment.

It has more interior space than cars in the luxury class, but is priced competitively with a Ford Mondeo or a Vauxhall Vectra.

It is very well equipped at the entry-level, in a segment in which customers normally need to dig deep to pay for the options they need to properly equip their car.

It is driven by business executives, police and the emergency services, and community leaders like the Lady Mayoress of Lancaster, and yet is priced from £14,205.

And the Superb comes from Škoda, who have gone from zero to hero in less than a decade, from "don’t they make those funny little cars?" to "it might earn you more respect than you think" in one of the most amazing turnarounds in automotive history.

In the year that has passed, Škoda has sold nearly 1,800 Superbs in the UK since it launch in May 2002 (through April 2003) and sales are continuing to grow.

The 2001 launch should really be called the Superb’s relaunch, as the Superb was first introduced in 1934, when Škoda entered the original Superb in the international market. As with some of today’s Superbs, it was powered by a six-cylinder, 2.5 litre engine. Powerful even in its day, it produced 55 bhp, an output not achieved by well-known cars like the Opel Capitan until some 20 years later. The Superb was driven by royalty and wealthy families across Europe and was a very successful car.

Built at Škoda ’s factory in Kvasiny, in the Czech Republic, the Superb takes advantage of the enormous potential offered by a powerful automotive manufacturer. Over £120m has been invested in the factory which make it one of the most advanced in the world.

The timeless design of the Superb continues Škoda’s rich tradition of manufacturing luxurious passenger cars with powerful engines. As the company’s flagship model, its prestige, self-confidence and advanced technology have taken the tradition even further. The Superb incorporates many original Škoda innovations that are aimed specifically at high levels of driver and passenger comfort. Included in this lengthy list are :

Illuminated interior door handles;
Coming-Home function;
CatVision interior diffused lighting;
An umbrella holder in the left rear door that contains a full-size umbrella (standard in Comfort and Elegance models);
CargoFlex variable transport system in the luggage compartment, optional on all models.
The Superb’s advanced technical features include:

Aerowipe windscreen wipers;
Climate control with additional outlets for the rear seats;
Air-conditioned storage compartments;
The latest-generation ESP stabilisation system (standard on V6 engines, optional with the rest of the range);
Auto-dimming interior rear-view mirror – standard on Comfort and Elegance models;
Bi-xenon headlights – standard on Elegance models.
Available in three equipment specifications – Classic, Comfort and Elegance - the Superb is amply qualified to satisfy the demands of every driver in the upper-medium class. In addition to the standard equipment at each level, a carefully chosen selection of optional extra features is offered to suit individual requirements.

A range of six engines available for the Superb including the 1.9 TDI PD Pumpe Düse 130 bhp diesel and two exciting V6s. The 2.8 litre V6 petrol engine produces 193 bhp, while the 2.5 litre V6 TDI develops 155 bhp. Also available are 2.0 litre 115 bhp and 1.8 litre turbo-charged 150 bhp petrol engines, and a 100 bhp TDI Pumpe Düse diesel engine is ideally suited to those drivers who require maximum fuel economy. Superb Elegance models with either of the V6 engines are available with the optional Tiptronic automatic transmission, which has a manual changing mode.

The majority of sales are Classic and Comfort models, which means that the average price paid for a Superb is under £16,800, reinforcing the very economical nature of the model.

And in keeping with Škoda ’s commitment to low-carbon engines, 72 % of Superb sales are diesel engines, with the majority in the UK VED Band B; the percentage is far higher than the market average.

The Superb epitomises the current resurgence of Škoda as a major automotive manufacturer. It has extended the Škoda range beyond that already achieved with great affect by the Fabia and Octavia and, now, this third model not only broadens the company’s appeal, but also strengthens its position in the marketplace. Its elegant design, outstanding interior space, attention to detail and excellent standard of workmanship combine to ensure that Škoda ’s return to the demanding upper-medium class of vehicle has been achieved in outstanding fashion. DESIGN

Exterior

Fitting nicely into the executive segment of the market in size, the Superb benefits from a contemporary yet classic design. It incorporates many of the features that have become trademarks of the current Škoda range, including the grille and headlights and the styling of the boot and tail lights.

The overall length of the Superb is 4,803mm, which is longer than most other cars in the upper-medium segment, and its well-balanced proportions and streamlined design are most pronounced when looking at the profile. The 2,803mm wheelbase is accentuated by the shape of the rear doors which are larger than most in the class and emphasise the spacious interior while, at the same time.

Interior

Matching the exterior in concept and style, the interior of the Superb is elegant, spacious and comfortable. The rear passenger seat area is exceptional for a vehicle in the upper-medium sector and the high-quality materials that are used throughout the model range are indicative of the level of comfort offered by the Superb.

The design of the instrument panel reflects the Superb’s position as the flagship model in the range and benefits from several characteristic Škoda features. These include a four-spoke tilt-and-rake adjustable steering wheel and easily readable dials with adjustable illumination for night-time driving.

The elegant dashboard merges smoothly into the wide centre console, which contains the sound system controls, the optional navigation system with its highly legible display and the climate control. The lower section of the console blends into a central tunnel which contains a convenient air-conditioned travel box with a lid designed as an adjustable arm rest between the front seats.

Rear seat passenger comfort is enhanced by two vents in between the front seats, which deliver heat and air conditioning to the rear compartment. An ashtray and cigarette lighter/power outlet are also located at the rear of the travel box.

A Škoda innovation is CatVision, activated in conjunction with the dashboard and interior lighting system. When the exterior lights are switched on, CatVision gently illuminates the interior of the car, working through two LED diodes in the courtesy lights, and around the door handles. CatVision improves comfort and orientation at night, allowing the driver to pick out contours and shapes inside the car.

The Superb’s seats are extremely comfortable and provide excellent lumbar and lateral support.

Passenger comfort is enhanced by a variety of storage options which include an illuminated, lockable and air-conditioned glovebox, special compartments in the front and rear doors and pockets on the rear of the front seat backs. Drink holders are situated in pairs in easily accessible locations in the glove box door, the centre console and the rear seat armrest.

Another of Škoda ’s innovations is the umbrella holder in the left rear door of both Comfort and Elegance models. The pocket contains a large Škoda umbrella which both opens and closes at the touch of a button and the storage compartment drains to the outside of the car, enabling the umbrella to be placed in it even when wet. Smaller items can also be stored there as a specially designed partition keeps them at the top of the compartment.

The Superb’s boot is large and access is easy as the lid has a wide opening angle, with specially designed parallelogram-shaped space-saving hinges that do not intrude into the interior.

The luggage compartment is equipped with four chrome lashing eyelets and two tilting hooks for hanging shopping bags that keeps small items in their carrying sacks. A ski sack is standard in Comfort and Elegance models, and features a removable bag accessible from the boot.

The CargoFlex system in the boot is yet another feature unique to the Škoda Superb. Available as an option on all Superbs, CargoFlex is a clever foldable system that enables optimum utilisation of the boot area, while not taking up valuable space itself. When folded, it sits behind the rear seat backs and then opens easily by pulling it out to the loading edge, unfolding and locking it open. When it is loaded with smaller items within its foldable partitions, it can be pushed against the back of the rear seats and locked in place. There is then ample space remaining in the front section of the boot for additional items. When unfolded, the Cargoflex does not block the opening into the rear armrests and thus skis, or similar shaped items, will still fit easily into the Superb’s boot. CHASSIS AND SUSPENSION

At 2,803 mm, the Superb’s long wheelbase is one of its most outstanding features. In addition to providing exceptional legroom for both front- and rear-seat passengers, it contributes to the car’s excellent stability and forms an important part of the car’s active safety measures.

The suspension is coil spring with telescopic dampers, mounted with rubber bushes which help reduce vibration and minimise the impact of poor road surfaces being transmitted into the bodyshell. Control of the vehicle is light and always accurate, while the suspension has been designed to provide safe driving characteristics with maximum comfort.

The Superb’s front wheels are controlled by four independent suspension arms, connected by a vertical torsion stabiliser. The sophisticated multi-element front axle rests on an auxiliary frame which also serves to cut down external influences on the steering and this, too, significantly increases comfort and safety.

The rear suspension, with its in-line coil springs, dampers and torsion stabilisers, does not intrude into the luggage compartment, allowing full use of the available area. Similarly, the advanced design of the rear axle has also resulted in reduced installation space.

Every Škoda Superb is fitted with precise hydraulically assisted rack-and-pinion steering. The diagonally split dual-circuit servo-assisted braking system features discs on all four wheels, ventilated on the front and solid on the rear, while a mechanical handbrake controls the rear wheels. TRACTION AND BRAKING

The Superb’s braking system also includes a number of advanced electronic stability systems – Anti-lock Braking System (ABS) and Electronic Differential Lock (EDL) are standard on all models. Cars fitted with 1.9 litre TDI PD 130 bhp engines also have Anti-Slip System (ASR) and Engine Drag Control (MSR) as standard. Škoda ’s own Electronic Stability Programme (ESP) is fitted on all six-cylinder engines while, on other models, it is available as an option.

The ESP system is designed to stabilise the dynamic handling response of the vehicle by counteracting any tendency towards oversteer or understeer. The ESP constantly compares the actual movement of the vehicle with pre-determined values and, according to the situation, ESP reacts by braking each wheel individually (according to direction of slip) and automatically adjusting the engine’s output.

Much of the equipment designed to provide the Superb with extra comfort and safety, as well as easier driving, is inter-connected via a CAN-Bus which controls, facilitates and monitors data transmission between the individual electronic systems while, at the same time, analysing failures and allowing the implementation of new systems and functions. ENGINES

The Škoda Superb has a range of three petrol and three diesel power units that are available in various trim and equipment level combinations. Superb engines are mounted longitudinally ahead of the front axle which is designed for optimum loading and, aligned to car’s front wheel drive configuration, deliver ideal handling and control.

Each petrol engine complies with the most stringent EUIV emission standards and has an electronic management system, electronic fuel injection and ignition, a three-way catalytic converter and two lambda probes. The 2.8 V6 engine has four catalytic converters and four lambda probes, two for each bank of cylinders.

All Superbs are equipped with the EOBD (European On-Board Diagnostics) system which monitors the composition of the exhaust gases. If the values obtained exceed the set limits, a warning light on the instrument panel will come on indicating to the driver that investigation by a retailer is needed as soon as possible. The nature of the fault will be stored in the on-board computer, enabling it to be identified and remedied more easily by service staff.

All Superb diesel engines comply with EUIII emission standards, and the advanced TDI Pumpe Düse versions, which feature direct fuel injection, turbo-charging, inter-cooler, oxidising catalytic converter and exhaust gas re-circulation, provide a unique combination of high power and torque, while maintaining excellent fuel consumption and CO2 emissions figures.

The range begins with the 2.0 litre which produces 115 bhp @ 5,400 rpm and, available with a five-speed manual transmission, it gives a maximum torque of 172 Nm @ 3,500 rpm.

The turbo-charged, inter-cooled, 1.8 litre 150 bhp petrol engine has twin overhead camshafts and each cylinder features five-valve technology – three intake and two exhaust – which provide optimum combustion. The engine is characterised by a torque figure of 210 Nm across the range from 1,750 – 4,600 rpm. The turbo-charged power unit, also available with a five-speed manual transmission, is very fuel efficient, delivering a combined consumption of 34.0 mpg.

The ultimate Superb petrol engine is the 2.8 litre V6 which produces 193 bhp @ 6,000 rpm. Its maximum torque is also remarkable : 280 Nm @ 3,200 rpm. With a maximum speed of 147 mph, acceleration from 0-62 takes only 8.0 seconds and average fuel consumption is 28.2 mpg. This engine can be combined with either a five-speed manual or five-speed Tiptronic automatic transmission.

Two 1.9 litre TDI PD diesel engines, both using Pumpe Düse technology, are available for the Superb, one producing 100 bhp and the other 130 bhp. The 130 bhp unit generates its maximum power @ 4,000 rpm, while its maximum torque is 285 Nm @ 1,750 – 2,500 rpm. This provides outstanding driving capabilities and a combined fuel consumption figure of 48.7 mpg, alongside low CO2 emissions of 154 g/km. The 100 bhp TDI has a combined fuel economy of 50.4 mpg and a maximum torque of 250 Nm @ 1,750 rpm. Both engines are available with a five-speed manual transmission as standard.

The state-of-the-art 2.5 V6 TDI direct injection engine produces 155 bhp @ 4,000 rpm and the widely flexible six-cylinder unit has a maximum torque of 310 Nm @ 1,400 – 3,500 rpm. Its advanced design provides combined fuel consumption of 39.8 mpg and, while a six-speed manual transmission is standard with this engine, a six-speed automatic Tiptronic alternative is an option on the Elegance model.

Tiptronic Automatic Transmission

The automatic Tiptronic transmission, which provides both manual and automatic gear changing, made its debut in the Škoda Superb. Available with the V6 2.8 30V and V6 2.5 TDI power units in elegance trim, it is a five-speed automatic gearbox with a hydraulic torque converter that can be locked depending on the driving situation. This prevents the converter from slipping and, thus, increases the overall transmission efficiency and cuts fuel consumption.

The Tiptronic gear selector has two positions, manual and automatic : in the manual mode, moving the selector forwards or backwards changes the gear while, in the automatic or DSP mode, an advanced electronic system automatically selects the way the gears are changed, according to the characteristics of the road and the driving style.

By monitoring a particular driving style, the system automatically selects one of three modes : economic, comfortable or sporty. For example, when the superb is being driven in a more dynamic manner, the automatic transmission will change gears at higher speeds. When the car is being driven more smoothly, the transmission will change gears sooner, reducing both fuel consumption and engine noise. In the manual mode, the electronic system controls the gear changes to prevent possible damage to the engine caused by changing to a low gear at high engine revs.

CO2 Emissions

Škoda is committed to protecting the environment and all of the Superb engines comply with Europe’s stringent EUIV (petrol) and EUIII (Diesel) emission control directives. A table of the CO2 emissions is included in the price information. MODELS AND SPECIFICATIONS

The Škoda Superb is available in three different equipment and trim levels – Classic, Comfort and Elegance. Each is generously appointed, with the differences between specifications evident in concept, rather than at the expense of comfort. Each model may be personalised with a selection of options, such as satellite navigation and full leather upholstery, affording customers the choices they require to adapt the Superb to their particular lifestyle.

Night-time driving is a pleasure in a Superb as particular attention has been paid to the interior illumination. Two pairs of delayed courtesy lights in the front and rear, and leg space illumination in the front, come on when the doors are opened. CatVision, with its interior illumination and illuminated door handles, is also standard on the Classic.

Another standard item on all Superbs is the Coming Home function which is particularly useful when parking at night. Once activated, this keeps the dipped headlights on for 30 seconds after the door is closed, and then switches the lights on when the doors are unlocked with the remote control which is contained in the folding key. This operates the central locking system which includes the boot lid, passenger doors and petrol cap.

In addition to Coming Home, Comfort and Elegance Superbs have lights on the underside of the wing mirrors and under the front door sills. On each door, LED lights illuminate the ground making puddles, dirt and other obstacles clearly visible within a radius of a metre around the door area.

Classic

The Superb range starts here with a completely outfitted upper-medium car; customers do not need to go to the top end to get true upper-medium specification. That is why a high percentage of sales of the Superb come from the Classic range.

Standard features include:

Front & side airbags for driver and front seat passenger;
Curtain Airbags;
Climate control with additional vents to the rear seats;
Remote central locking;
Height-adjustable front seats with lumbar supports;
Front & rear electric windows with bounce-back feature;
Eight-speaker sound system with single CD player;
Four-spoke tilt-and-reach adjustable steering wheel;
Electronically adjustable and heated external mirrors;
Aerowipe windscreen wipers with intermittent function;
Multi-function computer;
Child safety locks for rear doors;
Halogen headlamps
16" steel wheels with attractive "steel" trims.
The interior is available in either Onyx Black or a combination of Onyx Black and Indigo Blue.

As a special order, Classic trim is also available with a V6 engine for emergency services in the UK. The police have been particularly interested,

Comfort

The Comfort is distinguishable from the Classic by its 16" alloy wheels. Velour upholstery is available in Onyx or Ivory colours and the trim is a metallic Nicro design, with a leather-wrapped gear knob, gaiter and handbrake. The multi-function steering wheel, from which the cruise control and, optionally, the radio, are operated, is standard.

The Comfort specification includes all the Classic’s equipment, with the addition of the following features :

Rear leg space illumination;
Cruise control;
Acoustic rear parking sensor;
Umbrella located in lefthand rear door;
Ski sack integrated in the rear seat armrest;
Electro-chromatic interior rear-view mirror with automatic anti-dazzle screening;
Automatic wiper operation sensor;
‘Symphony’ radio with cassette deck and 6 CD autochanger.


Elegance

The Elegance is the top of the range Superb trim level and, visually, the main differences from the Comfort are 17" alloy wheels, chrome trim on the lower window frames, bumpers and doors, partial leather upholstery and wood trim on the console and gear knob.

The Elegance is fitted with bi-xenon headlights and pop-up washers. The headlights use a combination of xenon and halogen lamps – xenon for both high and dipped beam and halogen as part of the main beam. This combination works to equalise the light distribution on the road, cutting glare for oncoming drivers and making it easier to see pedestrians. An electro-magnetic screen in the headlight unit changes the lights from dipped to main beam.

Over and above the standard equipment on the Classic and Comfort, the Superb Elegance features a dot-matrix display on the instrument panel and heated seats throughout, with individual controls for each seat. The front seats adjustments are electronic. The driver’s seat has a memory feature that stores settings for three different drivers that include the seat and outside mirrors. The exterior mirrors adjust electrically, fold in both directions for tight squeezes and have an electric tilt feature for reversing. SAFETY

A key element from the very early stages of development of the Superb has been, as is the case with all Škodas, passenger safety in the case of an accident. The Superb meets all the relevant new car safety specifications for front, rollover, side and rear impacts and, consequently, provides an exceeding high level of safety for its occupants. Emphasising Škoda ’s commitment to passive safety, the Superb also already complies with future standards that are due to come into effect during its technical life cycle.

An essential safety element of the Superb is the rigidity of the body, designed with progressive crumple zones in both front and rear, which is increased by the robust door pillars. The doors themselves have triple reinforcement and foam filling to absorb the energy of a side impact and it is the body’s very rigidity and torsion strength that have also helped to reduce interior noise.

Standard equipment in every Superb includes six airbags – front airbags for the driver and passenger, which are activated in the event of a frontal collision, side impact bags which protect front passengers during such an accident and curtain airbags, providing a safety curtain between the car’s occupants and the side windows from the front A-pillar the rear C-pillar.

Every seat has a three-point seat belt, those in the front being height-adjustable and, with the exception of the rear centre seat, all are fitted with pyrotechnic pre-tensioners. Additionally, all rear seats have head restraints and fixtures for two Isofix child seats are standard.

Special mountings prevent the engine from being forced into the passenger compartment in the event of a collision and, similarly, the way in which the steering column is designed and mounted reduces the risk of impact with the steering wheel. The pedal unit has been specifically designed to prevent injury to the driver’s legs and feet during major collisions and the material used on the lower dashboard also reduces the risk of leg injuries by absorbing the impact energy.

If the airbags are deployed during a crash, an automatic sequence of strictly defined operations will be activated by the CAN-Bus on-board network. The interior illumination will be turned on, the central locking system will be unlocked (if locked) and some power circuits will be switched off to prevent the risk of shorting out and fire. The fuel pump and fuel supply pipe will also be immediately switched off.

The Superb is fitted with the highest quality wiper and washer unit which cleans a particularly large area of the windscreen. The innovative Aerowipers, with their optimal design and shape, improve both the aerodynamic properties and cleaning capacity and the Comfort and Elegance models are equipped with a sensor that activates the wipers automatically.

For increased driving safety in difficult conditions or critical situations, all Škoda Superbs have ABS and Electronic Differential Lock (EDL). Comfort and Elegance models with 1.9 TDI 130 bhp engines have Anti-Slip Regulation (ASR) plus MSR. All V6 Superbs have the latest generation ESP fitted as standard (available with other engines as an option) which incorporates all of the braking and traction control systems.

SECURITY

All Škoda Superb models are equipped with an immobiliser and a VIN code label on the windscreen frame, visible from outside the car. The immobiliser uses a variety of floating code combinations, rejecting any combination that has already been used, thus increasing safety against theft. Also standard on Superb is an alarm system that monitors the interior of the car and a back-up alarm horn.

Like all UK Škodas, the Superb is automatically entered in the International Security Register (ISR) which is an important added safety feature. A unique locator number is etched on all the windows which makes the vehicle traceable at any time. The ISR operates a 24-hour owner and mileage checking service and Škoda owners can also use the ISR’s confidential records of their registered vehicle’s key codes, radio code and other security information should the need arise. Access to this register comes as part of the overall package provided by Škoda UK and is free for the first three years.

WARRANTIES

The Škoda Superb comes with a two-year unlimited mileage factory warranty, plus a third year valid until the car has completed 60,000 miles. Additionally, the coverage includes a 10-year warranty against corrosion and a 3-year paint warranty. In common with all Škodas, the Octavia is covered by a 3-year roadside assistance package which includes European cover. Warranty terms apply only to cars purchased in the UK.

SERVICING

The servicing requirements for the Škoda Superb are among the best in the industry. The engine oil must be changed every 10,000 miles and an annual inspection must be carried out. These can be done simultaneously when the mileage and time requirements fall close together. SKODA MOTORSPORT & THE WORLD RALLY CHAMPIONSHIP

Škoda’s history includes over 100 years of motorsport success. The FIA World Rally Championship represents the greatest challenge to man and machine that the planet can offer. The two joined forces in 1998 when Škoda entered the FIA World Rally Championship with the Octavia WRC. and, with the Octavia WRC, Skoda joined this elite which currently consists of just six Manufacturers.

The most talented crews drive the most technologically-advanced vehicles, developed and maintained to the highest levels of professionalism, over fourteen events throughout the season. From the snow in Sweden to the dusty pampas of Argentina, from Alpine slopes to rain-soaked Wales, the World Rally Championship visits three continents as the quest for the title unfolds.

For the 2003 season, the Skoda team drivers are 1994 World Rally Champion Didier Auriol and the exciting young Finnish talent Toni Gardemeister. For testing and development, the team can also rely on Kenneth Eriksson, whose vast experience and technical ‘know-how’ will enable the team to push the performance levels to new heights.

First unveiled at the British International Motor Show in the autumn of 1998, the Octavia WRC took Skoda into new territory. Designed to the latest WRC regulations, the Octavia featured both four-wheel drive transmission and a unique five valves per cylinder turbo-charged engine.

An encouraging debut campaign in 1999 took in seven rounds of the Championship, with drivers Armin Schwarz and Emil Triner both scoring Manufacturers’ points in Greece. To round off the season, Bruno Thiry took his Octavia to fourth overall on the Rally of Great Britain – at the time, one of Skoda’s best ever results on a round of the WRC. During the 2000 season, both Schwarz and Thiry scored World Championship points for the team on the Safari Rally – the longest and most challenging event in the calendar.

Retained for 2001, Schwarz and Thiry tackled twelve rounds of the series, with a tally of results sufficient to give Skoda fifth place in the Manufacturers’ Championship. With their best performance of the year coming in Argentina, indicating their ability once again to cope with the most difficult of events, 2002 team drivers Kenneth Eriksson and Toni Gardemeister also rewarded Skoda with a tie for fifth place in the Manufacturer’s Championship.

Škoda Motorsport has scored points in each of the first four rounds of the 2003 season and hopes are high that the years spent testing and developing the Octavia are about to pay dividends! The Octavia WRC will reach the end of its development in 2003, however, when the newest Škoda rally car, the Fabia WRC, will make its debut in the latter part of the season. ŠKODA AUTO HISTORY

No car manufacturer has followed such a tumultuous path as Škoda. Founded in 1895, the Czech marque has been moulded by some of the most significant events of the twentieth century. Now, as it forges its way into the next one hundred years it does so with a new-found confidence and strength. Škoda has moved its brand image in the UK from the depths of brand rejection to strong levels of acceptance. Empowered by a range of products that major on value, engineering excellence and handsome design, and backed by the strength of the Volkswagen Group, Škoda is once more on the brink of becoming a want-one, must-have brand. Its rejuvenation has become a byword for automotive success. The brand has undergone one of the greatest turnaround of the 1990s and the Škoda trophy cabinet is again laden with motoring, industry and marketing awards. In short Škoda’s rejuvenation is nothing short of iconoclastic. These are some of the key events…

1895. Václav Laurin and Václav Klement join forces and begin manufacturing bicycles in their home town of Mlada Boleslav. 1898. Inspired by an early motorbike, Laurin & Klement begin their own motorbike production.1899. Large-scale motorcycle production commences.

1901. Laurin & Klement makes its motor racing debut at the Paris-Berlin race.

1905. L&K’s first car, the Voiurette, goes into series production and the pair expand into commercial vehicles, buses, agricultural machinery and aircraft engines. They export vehicles throughout Europe, Asia, Africa and South America.

1914. The First World War sees production switch to army vehicles and ambulances. 1925. Laurin & Klement merge their business with Pilsen-based Škoda, Bohemia’s largest industrial machine company. Hispano Suiza grants Škoda a licence to build its prestigious cars. 1934. Škoda launches the original Superb, another in a series of large, upscale saloon cars. 1945. During World War II, production is once again turned over to the manufacture of machinery for the armed forces. By a cruel stroke of fate, the Mlada Boleslav factory is almost completely destroyed on the last day of the war. 1946. Following a complete ground-up rebuild, the Škoda factory produces its first new car since before the war, the Škoda 1101. The company is nationalised, and Cold War politics leaves Škoda isolated, with a dramatic decline in contact with world automotive trends. 1989. After the Velvet Revolution, the Czech government signs Letters of Agreement with the Volkswagen Group AG on 16 April 1991, guaranteeing that the independence and self-reliance of the Škoda marque will be preserved. 1991. The Škoda Felicia is introduced, relaunching the brand in Western Europe.

1996. Škoda unveils the Octavia, constructed in a purpose-built factory in the Czech Republic, and once more Škoda’s status of world class automotive manufacturer is confirmed.

1997. The Škoda Octavia is introduced to the UK, to widespread acclaim.

2000. Škoda releases the Fabia supermini. It sweeps aside its rivals and becomes the recipient of numerous UK and European awards.

2001. Škoda celebrates its centenary in motorsport. The Octavia’s sporting credentials are bolstered in the UK by the launch of the sporty 180bhp vRS.

2002. In a radical move, Škoda launches the Superb, an elegant yet price-effective executive saloon.

2003. Škoda unveils an Estate version of the hot 180 bhp Octavia vRS, while the powertrain line-up of the fast-selling Fabia is bolstered by an advanced three-cylinder 1.2-Litre petrol engine available in 6- and 12-valve versions.

In the Fourth Quarter, the Fabia vRS will make its debut as the road-going version of the exciting Fabia WRC World Rally Car, which will also debut in 2003.

Škoda Auto UK
Škoda cars have been available in the UK for over forty years and made their debut at the London Motor Show in 1954 on the stand of concessionaire L C Rawlence & Co, which handled all UK imports from 1954 until 1957. The Czech Export Agency, Motokov, took over this task in 1958, later becoming known as Škoda GB Ltd. It continued to handle the import and distribution of Škoda cars until January 1993 when the new, factory-owned company, Škoda UK, was established. As part of Volkswagen Group United Kingdom Ltd., the brand has grown each year. THE ŠKODA LOGO

The Enigmatic Logo Has Changed But The Engineering Spirit Endures
Škoda ’s constantly evolving and enigmatic logo perfectly reflects the Czech marque’s turbulent history. Over its century of car production, the Lauren & Klement and Škoda badges have evolved into the now familiar green, white and black flying arrow, but at the turn of the nineteenth century things were quite different.

When Vaclav Lauren and Vaclav joined forces and began production in 1895 in their home town of Mlada Boleslav, their bicycles wore a crest bearing their surnames and Slavia – the model name of the bicycle. By 1904 with production of three and four wheel vehicles in full swing, the Slavia name was dropped and the badge redesigned with just Lauren & Klement in handsome copperplate script gracing their Voiurette motorcar.

This changed yet again in the early 1920s and was replaced by a circular badge dominated by Lauren & Klement’s initials in the then popular ornate art nouveau script. The badge was ringed by a laurel wreath – a doffed cap to the engineering genius of Lauren and the similarity of his name with the laurel leaf.

In the meantime Škoda - which would acquire Lauren & Klement five years later – began working on a new trademark in 1920. Thought to be inspired by a Native American Indian servant of a high ranking commercial director, Vaclav Maglic, the emblem featured a stylised feathered head-dress and an arrow.

In 15 December 1923 Škoda registered two different circular ‘Indian’ logos with Office for Innovation and Model Registration in Pilsen. The first depicted a five-feathered wing with the Škoda name written within the roundel. The second showed a wing with three feathers and no Škoda name. In both the arrow pointed to the right.

In 1925 Škoda and Lauren & Klement joined forces and their cars bore a blue oval plaque emblazoned with the word Škoda . It was ringed in laurel leaves – a reference to Lauren & Klement’s part of the coalition. But this lasted only for a year. In 1926 cars rolling off the production line in Mlada Poleslav wore the "Flying Indian"’ badge which slowly evolved into the emblem that sits on Škoda ’s current Fabia, Octavia and Superb line-up.

The colours and design of Škoda’s 21st century badge have taken on new meaning. The black outer ring confirms Škoda as a global automotive force with worldwide sales. The flying wing denotes technical progress while the arrow symbolises advanced production methods and quality control. Its green colour indicates Škoda ’s environmental awareness. The eye in the arrow represents Škoda ’s future vision and technical alertness. But Lauren & Klement’s heritage has not been forgotten – the laurel wreathes that embrace the flying wing hark back to over a century of automotive engineering excellence. BRAND TURNAROUND IN THE UK

The Rebirth of Škoda
In 1995, after a four-year £1billion investment programme, Škoda was ready to launch a new car – the Felicia. But while no one doubted the engineering integrity and deep-seated competence of the Felicia, Škoda’s biggest challenge in the UK was to redress the company’s lacklustre image.

Any communications programme would have to address a complex cocktail of half-truths, misunderstandings, and badge prejudice. Market research showed that although people had very strong negative views about the Škoda brand, their reasoning was quite superficial. Thus a strong, strategically focussed and integrated public relations and marketing campaign was initiated to irrevocably reverse Škoda’s tarnished status.

The overall strategic objective was to re-position Škoda as a maker of good quality, affordable cars, a challenge of the highest order given the lack of credibility surrounding the Škoda brand. Škoda UK’s long and short term business goals would also need clarification as well as creating a brand personality for ‘new Škoda’ using the strength of Volkswagen’s connection without diluting Škoda’s strong heritage and inherent engineering skills.

Research showed that much work was needed because the views of the public could be broadly captured as follows:

The cars were poorly made. The brand name was a disadvantage. The company had old-fashioned engineering skills. Škodas were a joke. Škoda drivers were old men wearing flat caps. Škoda drivers couldn’t afford anything else. My neighbours would laugh at me if I bought one.

Some challenge. Škoda UK kicked off by demonstrating the reality of the Felicia’s manufacturing process, the car’s high quality standards and Škoda’s wealth of engineering expertise. Three groups were targeted - motoring and industry journalists and societal opinion-formers, followed by consumer and business journalists and then finally the buying public itself.

Despite initial negativity a full-scale media attack utilising print and video began to successfully erode some of the prejudices. News reports and motoring articles may have still poked fun at the Škoda brand but phrases like "extensive heritage"’ and "sound engineering background"’, began to seep through.

As part of the overall strategy, a national advertising campaign, entitled "We’ve changed the car; we’ve changed the company; can you change your mind?" ran in parallel with the public relations campaign. Škoda was taking its first confident steps into the limelight. Press and public reaction moved between disbelief and amazement for the manner in which the brand formerly recognised as the joke brand would even dare to reinvent itself in such a bold manner.

The Felicia backed up Škoda’s claims. It went on to win six consecutive "Budget Car of the Year" awards from Auto ExpressWhat Car? magazine. But the buying public are a reticent lot and the battle to change long-standing perceptions about Škoda had only just begun.

Reinforcement came in mid-1998 when the Octavia was launched. Produced at a brand new, state-of-the-art factory in the Czech Republic., the Octavia was the first Škoda to be built on a Volkswagen Group platform. Furthermore, Škoda's determination to bury the low quality issue had delivered a car with durability and build quality unmatched in its class.

Škoda UK underpinned its hopes for the launch of the Octavia with a £10million marketing budget. The company’s pride in the Octavia shone through in its advertising tagline – "The new Škoda Octavia. The way things should be." There was a barely noticeable shift in public opinion, a far cry from the revolution in consumer perceptions that Škoda needed. Praise from the motoring press was, however, glowing…

‘Nicely made, respectably spacious and fully equipped, it has finally killed off the notion that a Škoda is some kind of pauper's option.’
WhatCar?

‘A well built, good looking load-lugger that handles and performs. The joke's over.’
Car

magazine and three from Time for a change of tactics. Product reinvention alone was not enough to change the fortunes and image of the brand. So it was decided that the thorny issue of brand prejudice would be tackled head on. Fortuitously, Škoda’s arsenal was bolstered with the arrival of the Fabia supermini in March 2000. It was the perfect weapon – a handsome, capacious and beautifully built car that oozed personality and charm.

At the most basic level, people had to feel confident that they could buy a Škoda without being laughed at by their friends and colleagues. So the decision was taken to use the Fabia as key player in this image-changing campaign. This move also coincided with Škoda UK withdrawing from the brand's European agency arrangements, and developing a UK specific advertising programme.

There were other problems too. The advertising budget available for the brand relaunch and Fabia launch was only £4.5m. By contrast, in 1999 Toyota spent £9m on the Yaris launch, while Renault spent £17m on the relaunched Clio. And the prevailing "Rip-Off Britain" atmosphere, with the government investigating allegations of inflated car prices, did little to encourage buyers when a bout of price cuts were imminent.

Škoda realised that there could be no pretence about its image problem. Consumers would only take notice by Škoda’s acknowledgement of what they really thought about the brand. And buyers had to be confronted with the new Škoda Fabia in such a way that they could not help but be surprised and impressed by it, thus forming their own view of how Škoda had changed.

The creative work for the advertising campaign revolved around a central thought – "The Fabia is a car so good that you won’t believe it’s a Škoda". Employing subtle, rewarding humour was key. The intention was to get people to feel like they were in on the joke, subtly moving them onto Škoda’s side.

The limited budget made it imperative to be inventive with media. Rather than focus on traditionally fashionable niche marketing, the campaign employed a high profile burst of TV and posters. Having sampled the excellence of the Fabia, the motoring media was right behind Škoda.

Perhaps the car’s biggest profile booster came in February 200 when the Fabia was crowned WhatCar? Car of the Year. Not only did it take on and beat its in-class rivals like the Fiesta, Punto and Yaris but it also swept past every other category winner including the Vauxhall Zafira, BMW 523i and Mercedes Benz S320, to take the top award.

‘It seems that a new dawn has arrived for Škoda which will lead to the Czech manufacturer breaking out from the chains of its previous image. As far as we’re concerned the turn-around for Škoda is complete.’
What Car? Editor, Steve Fowler on presenting the award to Škoda

While the motoring press had already sung the Fabia’s praises, the business and marketing media quickly picked up the baton.

‘It was the ultimate brand positioning challenge - to get the British public to take Škoda seriously. But it has proved a success.’
The Sunday Times

‘Škoda laughs off old image.’
Marketing

‘History’s biggest comeback since Bobby Ewing stepped out of the shower.’
Mirror

The results were, frankly, staggering. Sales targets for the Fabia have been comfortably exceeded every month since launch, with a staggering 22,574 sold last year. There was a strong knock-on effect too. Octavia sales enjoyed a 29 per cent increase over 1999. Overall, in 2000, Škoda sales grew 34 per cent, topping 30,000 for the first time. Against a background of a depressed car market, Škoda registered the largest sales growth of any brand last year. A similarly bright picture followed in 2001 with total car sales of 36,053. That is a 23 per cent increase over 2000, enough to push Škoda’s market share to 1.5 per cent.

Independent research also showed a watershed change of opinion. Before February 2000, sixty percent of consumers polled said they would not consider buying a Škoda. After the launch campaign, consideration of Škoda models rose by over 50%, which equates to over 1 million more potential Škoda drivers. Škoda’s image rocketed. The same research showed that before February 2000, a modest 54% of respondents agreed that Škodas are better than they used to be. After February 2000 this figure climbed to 79%.

In reality, there has been a significant change in the public’s perception of Škoda and the brand image has improved. But how much of this was attributable to Volkswagen’s investment, the public relations programme chosen, the marketing and advertising, the quality of the new cars, or the retailer network? The answer has to encapsulate all of these aspects because each has contributed to a greater or lesser extent to the overall rejuvenation of Škoda.

Without investment Škoda would not have survived as a car manufacturer, despite its remarkable heritage; it would not have been able to produce high quality, technologically advanced cars. The importance of the retailer network cannot be underestimated, as it is the retailers who have created the highest level of repeat-purchase in the industry for Škoda. The integrated communications strategy, with public relations and marketing working together to tell the same story, with consistent messages, in engaging and effective ways, stand out.

All of these elements have combined to rebuild the Škoda brand, with cars that the public appreciate, want to own and are buying in greater and greater numbers. In 2001, Škoda launched new models, the sleek Octavia Estate 4x4, the versatile and fun Fabia Estate and the exciting Octavia RS. The story continues with the launch of the Superb, Škoda’s executive class, in 2001 and will carry on in 2003 with the launch of the Fabia vRS. ŠKODA SUPERB AWARDS

Since the launch of the Superb in May 2002, it has been recognised with a number of awards. These are the awards that the Superb has been given, along with those for the brand overall:

Superb

Caravan Club Towcar of the Year 2003
The Scottish Group of Motoring Writers
Luxury Car of the Year 2002

Škoda Brand

Autocar Manufacturer of the Year 2000
Marketing Week and the Chartered Institute of Marketing
Effectiveness Award for Durables 2000

Overall Grand Prix Winner 2000

Marketer of the Year 2000

Perhaps the car’s biggest profile booster came in February 200 when the Fabia was crowned WhatCar? Car of the Year. Not only did it take on and beat its in-class rivals like the Fiesta, Punto and Yaris but it also swept past every other category winner including the Vauxhall Zafira, BMW 523i and Mercedes Benz S320, to take the top award.

‘It seems that a new dawn has arrived for Škoda which will lead to the Czech manufacturer breaking out from the chains of its previous image. As far as we’re concerned the turn-around for Škoda is complete.’

What Car? Editor, Steve Fowler on presenting the award to Škoda

While the motoring press had already sung the Fabia’s praises, the business and marketing media quickly picked up the baton.

‘It was the ultimate brand positioning challenge - to get the British public to take Škoda seriously. But it has proved a success.’

The Sunday Times

‘Škoda laughs off old image.’

Marketing

‘History’s biggest comeback since Bobby Ewing stepped out of the shower.’

Mirror

The results were, frankly, staggering. Sales targets for the Fabia have been comfortably exceeded every month since launch, with a staggering 22,574 sold last year. There was a strong knock-on effect too. Octavia sales enjoyed a 29 per cent increase over 1999. Overall, in 2000, Škoda sales grew 34 per cent, topping 30,000 for the first time. Against a background of a depressed car market, Škoda registered the largest sales growth of any brand last year. A similarly bright picture followed in 2001 with total car sales of 36,053. That is a 23 per cent increase over 2000, enough to push Škoda’s market share to 1.5 per cent.

Independent research also showed a watershed change of opinion. Before February 2000, sixty percent of consumers polled said they would not consider buying a Škoda. After the launch campaign, consideration of Škoda models rose by over 50%, which equates to over 1 million more potential Škoda drivers. Škoda’s image rocketed. The same research showed that before February 2000, a modest 54% of respondents agreed that Škodas are better than they used to be. After February 2000 this figure climbed to 79%.

In reality, there has been a significant change in the public’s perception of Škoda and the brand image has improved. But how much of this was attributable to Volkswagen’s investment, the public relations programme chosen, the marketing and advertising, the quality of the new cars, or the retailer network? The answer has to encapsulate all of these aspects because each has contributed to a greater or lesser extent to the overall rejuvenation of Škoda.

Without investment Škoda would not have survived as a car manufacturer, despite its remarkable heritage; it would not have been able to produce high quality, technologically advanced cars. The importance of the retailer network cannot be underestimated, as it is the retailers who have created the highest level of repeat-purchase in the industry for Škoda. The integrated communications strategy, with public relations and marketing working together to tell the same story, with consistent messages, in engaging and effective ways, stand out.

All of these elements have combined to rebuild the Škoda brand, with cars that the public appreciate, want to own and are buying in greater and greater numbers. In 2001, Škoda launched new models, the sleek Octavia Estate 4x4, the versatile and fun Fabia Estate and the exciting Octavia RS. The story continues with the launch of the Superb, Škoda’s executive class, in 2001 and will carry on in 2003 with the launch of the Fabia vRS.