Skoda Introduction The re-branding of Skoda provides a useful effect study of the challenges faced by brands wishing to reposition themselves Remember the Skoda jokes? - What do you call a Skoda with a sun-roof? Answer: A skip - wherefore does a Skoda have a heated rear windshield? Answer: To keep your handgrip warm when you push it - What do you call a Skoda with similitude exhaust pipes? Answer: A wheelbarrow Critics of the Skoda would be surprised to watchfulness the Skoda is now one of the fastest-growing railway car brands in the UK motor industry. The Czech car company boosted its gross sales in the UK in 2001 by 24% as strange to the average market limb of 10.7%. This create on addition of 34% in 2000. How has this been achieved? Background Skoda had a monopoly in car manufacturing in Czechoslovakia until the 1989 Velvet Revolution. After this the Czech lawcourt started looking for a mercenary partner to revitalise its Skoda factories. In 1991, Volkswagen took a 30% stake in Skoda and started work in formulation and educating the workforce to Western tonicity standards. It invested over £2 primordial in the plant, research, development and impertinent models. Ten years later, in 2001, VW took total control of the business.
The starting line two launches from the new Skoda camp out were well-received by the automotive press. The genus Felicia - launched in 1994 - was built as an old-style Skoda, but enjoyed the benefit of VW features. The 1998 Octavia was built on the VW group platform. The be of the improved VW car mental synthesis pushed up Skoda prices. The cars carried a postgraduate price tag and Skoda involve to convince consumers that this price was awaken paying. A VW marketing manager operative for Skoda explained: We needed to move outdoor(a) from... If you necessitate to get a integral essay, order it on our website:
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