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Introduction to the Octavia
This is a discussion on Introduction to the Octavia within the Skoda History forums, part of the Skoda Model Discussion Area category; INTRODUCTION The Octavia is generally regarded as the car that began the difficult task of turning the tide of Skoda’s ...
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| Introduction to the Octavia INTRODUCTION The Octavia is generally regarded as the car that began the difficult task of turning the tide of Skoda’s fortunes. When it was launched in 1998, it was the model that used to begin to convince a sceptical UK public that Skoda was a marque they could trust. However, were it not for the Octavia’s deep-seated competence, its wide-ranging abilities in both hatch and estate, and its finely balanced levels of practicality and luxury, the Skoda success story could have been very different. Sales in its UK debut year, 1998, totalled 2569, and rose to 14,766 in 2002. Sales in 2003 are expected to exceed 17,500. Encompassing a wide range of models, each Octavia is specifically designed to meet different driving and ownership requirements, but all are built with the needs of a modern family car driver in mind. From the distinctive design of the Octavia hatchback, through the rugged styling of the 4x4, to the sporty performance and good looks of the vRS and estate, the range offers great choices for contemporary driving. The Octavia was designed by the Skoda design team, lead by the renowned Dirk van Braeckel, and is built in the Czech Republic at one of the most modern production facilities in the world. The car was updated in 2000 when many improvements were introduced, both to its styling and mechanical components. Available in five different equipment specifications – Classic, Ambiente, Elegance, Laurin & Klement and the sporty vRS, the Octavia range is matched by a broad selection of nine petrol and diesel engines with the option of either automatic or manual transmission and front or all-wheel drive. Voted the "Best Family Car"’ by consumers in the 2003 J.D. Power Customer Satisfaction Index, the Octavia was rated seventh overall in the same survey. Additional awards include "Best Used Medium Car" from Used Car Buyer magazine in August 2002, Best Diesel Estate by Diesel Car magazine in 1999 and Best Towcar under Ł16,000 by the Caravan Club in 2001. PRODUCTION The factory that houses the Skoda Octavia production line in Mlada Boleslav is one of the finest examples of modern architecture in Central Europe. The then-President of the Czech Republic, Dr Vaclav Havel, was present for the laying of foundation stone for the new factory in February 1995. Two years later, the impressive modern structure of steel and glass, with a stunning entrance set in landscape gardens, was nominated for a Czech Architectural Award. Breaking the assembly line tradition that had been in operation for nearly a century, the Skoda Octavia plant utilises the "Fractal Factory"’ concept. Fractal is a mathematical term used to describe complex patterns as they exist in nature, where the structure of smaller and smaller fragments remains the same as the whole, with each part retaining the same information. In the fractal factory, work is carried out by small teams working together; the individuals concentrate on the overall project rather than single parts of a task. This same pattern is repeated throughout the entire manufacturing process and guarantees that the aim of each of the separate elements is in line with the overall objective. These modern manufacturing techniques, including the integration of component suppliers into the fractal system, have led to an increase in productivity with a corresponding reduction in production costs, particularly with regard to transport and storage. There are currently over 1,000 assembly workers employed in the Octavia plant, all of whom are trained for between three and nine months, depending on the skill level of their particular job. They work in teams of six to eight people, in which everyone is responsible for their own efforts and quality control is the key. Everyone involved strives to produce faultless work which, in turn, result in the very high levels of quality in every Octavia which leaves the plant. The Octavia 4x4 and vRS models are made at the Vrchlabi Plant, which is a smaller facility about 70 miles from Mlada Boleslav and employs about 1,200 workers in total. BUSINESS USERS The addition of the Octavia to the range opened the door to the UK company car market and allowed Skoda Auto to offer fleet managers and small businesses vehicles that combined practicality, class-leading specification and excellent whole-life costs. The growing strength of Octavia’s residual values in recent years is proof of the increasing popularity and acceptance of the credibility of the Czech car manufacturer’s position in the marketplace. Skoda Auto UK has also had considerable success in gaining access to the emergency services, with Octavias currently in use with fire, police and ambulance authorities throughout the country. The Octavia vRS was awarded Class One status in the Metropolitan Police brake test. This, combined with excellent results in both performance and handling tests, allows the car to be used for all levels of police duties, including rapid response and surveillance. DESIGN Exterior The renowned designer Dirk Van Braeckel was the leader of the team responsible for the Skoda Octavia. He and the design team gave the Octavia clean lines that are contemporary, yet timeless, and the entire range has been produced with both driver and passengers in mind. While comfort and practicality were uppermost, the designers were careful not to overlook the sheer enjoyment of driving the Octavia and the results speak for themselves. Interior The interior trim levels of the Octavia maintain the theme of modernity and practicality that is reflected in its exterior. A great deal of thought has gone into the design of the instrument panel, while the fabrics have also been chosen carefully. The interior of the car is spacious with plenty of room for both passengers and luggage. Both the hatchback and estate versions have large carrying capacities, with 528 litres in the front-wheel drive hatch and 548 in the four-wheel drive estate. The 4x4 Estate has 448 litres as, while still remaining highly competitive in its class, it loses some space due to the rear differential and Haldex coupling. CHASSIS & SUSPENSION The Skoda Octavia was designed on the Volkswagen Group’s ‘A’ platform, creating a spacious family car that provides optimum crash safety and torsional stability, whilst still remaining aesthetically pleasing. The car’s bodyshell is made from fully galvanised steel, and the high quality workmanship and materials used in its construction are reflected in the 10-year anti-corrosion warranty offered by Skoda Auto. SUSPENSION The Octavia’s front axle is suspended on wishbones and fitted with MacPherson strut suspension, coil springs and telescopic shock absorbers. Lateral sway under cornering is reduced by a torsion stabiliser and the front axle is installed on hydraulic engine mountings to reduce noise and prevent transmission vibration. The rear axle is fitted with anti-roll bars and the space-saving design of the rear suspension itself, with in-line mounted springs and vibration dampers, permits maximum boot space between the wheel arches. The 4x4 Estate has a distinctive robust look due, in part, to the increased ride height of 17mm above that of the standard car which allows improved manoeuvrability over poor driving surfaces. Meanwhile, the vRS has a chassis which is 15mm lower than the standard Octavia and, although its suspension is broadly similar to the remainder of the range, it has a torsion beam rear axle. ENGINES All the Octavia petrol engines already conform to the stringent EU4 emissions standards that come into force in 2005, while the diesel variants all meet EU3 regulations. 1.4 16v MPI 75 bhp petrol engine This particular engine, which is only available in the Octavia Classic hatch, features multi-point fuel injection and reaches maximum power @ 5,000 rpm and a torque figure of 126 Nm/rpm. Its top speed is 106 mph, while 0-62 is achieved in 15.3 seconds and average fuel consumption is 41 mpg. 1.6 MPI 102 bhp petrol engine This popular engine is available in both the Octavia Classic and Ambiente hatch and estate models. Its maximum output is 102 bhp @ 5,600 rpm and its average fuel consumption is 39.2 mpg. Top speed is 118 mph and 0-62 is reached in 11.8 seconds. 2.0 MPI 115 bhp petrol engine Available in both the Ambiente and Elegance models, this engine is also available with automatic transmission. It has a power output of 115 bhp @ 5,200 rpm and an excellent torque at lower engine speeds of 170 Nm/2,400 rpm. Its top speed is 123 mph, 0-62 is achieved in 10.8 seconds and it returns a combined fuel consumption figure of 34 mpg. 1.8 20V Turbo 150 bhp petrol engine – Elegance and L&K models The Elegance, including the 4x4 Estate, and the top-of-the-range Laurin & Klement benefit from this impressive engine. It features five valves per cylinder, twin overhead camshafts, tuned intake manifold and a turbocharger, and combines exciting performance with excellent fuel economy. Front-wheel drive models have a top speed of 136 mph, while 0-62 is reached in 8.4 seconds and the combined fuel consumption is 35.3 mpg. Meanwhile, the figures for the 4x4 estate and hatch are a top speed of 131 mph, 0-62 in 9.3 seconds and combined fuel consumption of 31.7 mpg. 1.8 20V Turbo 180 bhp petrol engine – vRS models This more powerful engine is only available in the Octavia vRS and combines both a dynamic and sporty driving experience. With a top speed of 146 mph, 0-62 is reached in 7.9 seconds for the hatch and 8.0 seconds and the engine still offers excellent fuel economy with an average figure of 35 mpg. Torque reaches a maximum of 173 Nm between 1,950-5,000 rpm. 1.9 SDI 68 bhp diesel engine This entry level diesel engine is one of the most technically advanced of its type on the market. Constructed from lightweight materials, this naturally aspirated unit is available in both hatch and estate versions of the Octavia Classic. A popular choice, this engine produces 133 Nm of torque in the 2,200-2,600 rpm range and returns very acceptable fuel consumption with an average figure of 53.3 mpg. 1.9 TDI 90 bhp turbo diesel engine This 1.9 litre direct injection turbo-charged inter-cooled engine, which is also available with automatic transmission, is used in all the diesel-powered Octavia Ambiente models. It delivers more low-end torque than similarly rated petrol engines and has a peak of 210 Nm @ 1,900 rpm. 0-62 is reached in 13.0 seconds and the engine offers an excellent combined fuel figure of 54.3 mpg, with CO2 emissions of 140g/km. 1.9 TDI 110 bhp turbo diesel engine This more powerful diesel engine comes as standard in the Octavia Elegance models, reaching 0-62 in 11.1 seconds with a peak torque of 235 Nm @ 1,900 rpm. The engine also offers outstanding fuel economy, with a combined figure of 54.3 mpg for the estate, while CO2 emissions are 140 g/km. 1.9 TDI 130 bhp turbo diesel engine The latest engine to join the Octavia range is a state-of-the-art power unit that comes with a six-gear transmission. It is a liquid cooled engine with an exhaust-gas driven turbo-charger that produces an incredible 96 kW @ 4,000 rpm and, even more importantly, outstanding torque of 310 Nm @1,900 rpm. 0-62 is reached in just 9.7 seconds (9.8 for the Combi) and the maximum speed is 129 mph. All this is achieved with a combined petrol consumption of 52.3 mpg. The more powerful 1.9 TDI diesel engine is a high tech turbo-charged 1.9 litre direct injection unit, developing 100 bhp and featuring an advanced fuel-injection system called Pümpe-Düse (PD). Pumpe-Düse is the most advanced injection system of its type for TDI engines. The key to the PD technology is the pump-nozzle injection unit. The unit consists of a high-pressure injection pump, an injection nozzle and a control valve to control the fuel injection process very precisely. With one unit in each cylinder, no injection pump or high-pressure piping is necessary. The PD system allows extremely high pressures to be generated (in excess of 2000 bar is possible), ensuring a finer atomisation of fuel in the vale and therefore, better combustion. This results in better overall performance – greater efficiency, higher torque, increased output. In turn, these result in benefits of greater fuel economy and lower emission levels. Displacing 1896cc, the eight-valve overhead camshaft engine generates a remarkable 240 Nm of torque over an exceptionally low range of 1,800 – 2,400 rpm. This excellent torque figure and the broad power band allow in-gear acceleration times to be as impressive as those of much more powerful petrol-engine cars. Fabia 1.9 TDI tops 115 mph and 62 mph is reached from rest in 11.5 seconds. Fuel economy, naturally, is a strong point with the TDI averaging 56.5 mpg over the EU combined cycle. Impressive though this figure may be, it is beaten by the naturally aspirated 1.9SDI which returns almost 59 mpg over the same cycle. Better still, over the EU’s extra-urban cycle, it returns 68.9 mpg. STABILITY FEATURES The Octavia also has a number of electronically controlled state-of-the-art stability features. While ABS is standard on all models, the turbo-charged petrol engine and 1.9 TDI 110bhp powered versions also have EDL (electronic differential lock) and ASR (anti-spin regulation). EDL is standard fitment on the 4x4 models which also feature an electronic stability programme (ESP) that makes continuous comparisons between the driver’s instructions and the driving conditions and can apply individual wheel brakes to restore stability where there is a risk of sliding. Further refinement integral to the ABS system is ASR traction control. ASR ensures Fabia’s stability either from a standing start or when passing. If the ABS sensors detect that the power being delivered to the driving wheels is too great, for instance on a slippery road surface, the engine torque is automatically reduced until optimum road holding returns, thus preventing wheelspin. The ASR system can be manually turned off in exceptional circumstances such as when using snowchains, on loose surface or in deep snow. Sophisticated traction control systems are standard on all Elegance models, the 1.4 16v 100 bhp and the 1.9 TDI Comfort. These are Electronic Differential Lock (EDL) and Anti-Slip Regulation (ASR). EDL reacts to differences in the speed of the driving wheels by first, continually comparing the rpm of each wheel, and then, if it detects a difference between them, brakes the affected wheel until uniform speed of the driving wheels is restored. ASR prevents the wheels from locking during heavy braking, so that the vehicle continues to be steerable. Should one or more of the wheels start to lock, the ASR system reduces brake pressure to that wheel. BRAKES The Elegance, Laurin & Klement and vRS models have disc brakes fitted all round, while the system on all others features ventilated front discs and rear drum brakes. The handbrake is mechanically operated and acts on the rear wheels. TRANSMISSION Front-Wheel Drive All Octavia models with manual transmission are fitted with a five-speed fully synchronised manual gearbox with different ratios to suit each engine. A four-speed automatic gearbox is also available with the 2.0 litre and 1.8 Turbo 150 bhp engines. This electronically controlled system works with fuzzy logic – all the data from the road and driving conditions is collected and used by the transmission to adapt to each individual driver’s particular style. Four-Wheel Drive The Octavia 4x4 hatch and estate are among the most technically advanced vehicles in the Skoda range. Both have permanently available four-wheel drive with automatic torque distribution which is achieved through the Haldex coupling. The spacious 4x4s can accommodate five passengers comfortably, combined with excellent carrying capacity. With Elegance specification and the powerful 1.8 litre 150 bhp turbo-charged engine as standard, both the Octavia estate and hatch 4x4 deliver a driving experience that is not only safe and functional, but also exciting and responsive. Allied to a single plate dry clutch, the gearbox fitted in all Octavia 4x4 models contains the following ratios : 1st 3.78; 2nd 2.06; 3rdth 1.03; 5th 0.84; reverse 3.60; final drive 3.684.. Haldex Coupling The Haldex coupling represents a giant step forward in modern all-wheel drive technology. It is an electronically controlled electro-hydraulic coupling that is installed between the propshaft and the rear axle and operates through mechanical, hydraulic and electronic interaction. The coupling element consists of a set of wet multi-plate clutches that are operated by hydraulic pressure, and the amount of pressure will determine the amount of torque which is delivered to the rear wheels. The slip recognition system is activated by a difference in speeds between the front and rear wheels. However, slip is not the only factor in the drive-force distribution as the dynamic state of the vehicle is also taken into account through information which is gained from the ABS wheel sensors, engine control unit and accelerator pedal sensor. This data provides the Haldex control unit with the information it needs on road speed, engine torque and speed, driving state (i.e. straight, cornering or braking) and the accelerator pedal/throttle valve position. Once assimilated, this information determines the amount of hydraulic pressure to be applied to the multi-plate clutches which, in turn, dissipate the torque between the front and rear axles which can vary from 100% front-wheel drive to 50-50 front and rear distribution. The Haldex coupling system offers several advantages over other classic all-wheel drive concepts still utilised in many vehicles today, including: 1.36; 4
The model designations and specification levels of the Skoda Octavia begin with the Classic, rising through the Ambiente and Elegance to the top-of-the-range Laurin & Klement and the sporty Octavia vRS. Octavia Classic The Octavia Classic is the entry-level model in the range and is available as either a hatchback or an estate. The car is well equipped and comes with a choice of three different engines :
The Octavia Ambiente is available in hatchback or estate versions, with the choice of the following engines:
The Octavia Elegance boasts all the features incorporated into the Ambiente, and much more besides. A different choice of engines are available, including :
The Skoda Octavia ‘Laurin & Klement’ offers a luxurious specification and is named after the entrepreneurs who founded the company in 1895. Standard equipment includes:
Skoda’s long history of rallying success, culminating in the Octavia WRC rally car, has prompted the addition of the fastest road-going Skoda yet to the range. The Octavia vRS accelerates from 0-62 in under eight seconds and is easily distinguishable from the others by its mouth-watering specification, including :
As is the case with all Škodas, the Octavia is automatically entered in the International Security Register (ISR) which is an important extra security feature. All the windows are etched with a unique locator number, enabling the vehicle to be traced at any time and the ISR operates a hour owner and mileage checking service. In the event of the loss of the relevant information, owners of Škodas also have access to the ISR’s confidential records of their registered vehicle’s key codes, radio code and any other security information. This service comes as part of the overall package provided by Škoda Auto UK and is free for the first three years. Every vehicle’s VIN plate is also visible through the front windscreen. WARRANTIES The Škoda Octavia 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 Octavia 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 Ł1billion 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 Ł10million 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 Ł4.5m. By contrast, in 1999 Toyota spent Ł9m on the Yaris launch, while Renault spent Ł17m 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 OCTAVIA AWARDS Since the launch of the Octavia, it has been recognised with a number of awards. These are the awards that the Octavia has been given, along with those for the brand overall: Octavia Diesel Car Best Diesel Estate 1999 Caravan Club Best 4x4 Under Ł16,000 2001 Used Car Buyer Best Medium Used Car 2000 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
__________________ ColinD - 97/100 Limited Edition Octavia vRS < For Sale Ł2500 Going to Dealers on the 29th... www.BRISKODA.net :: Site Owner. E-Mail : webmaster at briskoda dot net Got a comment to make about the site? Please feel free to use the feedback form here, we welcome your views. |
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| Introduction to the Superb | ColinD | Skoda History | 0 | 03-06-2004 11:21 |
| New Octavia In Detail | ColinD | General Car Chat | 0 | 22-04-2004 12:18 |
| Googlisms! | Tavia4x4 | Off Topic and Chit Chat | 46 | 30-10-2003 17:49 |
| Škoda Octavia Gets A Power Surge With PD Technology | ColinD | General Car Chat | 3 | 17-05-2003 09:23 |
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