Skoda overhauls identity to modernise brand

Skoda has introduced a new brand and corporate identity as part of an overhaul of its marketing strategy aimed at giving the car marque a more modern image.

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All internal and external communication will feature a new logo with the winged-arrow image now given more prominence. Marketing materials will also be written in a new font.

The changes, unvieled at the Geneva Motor Show today (1 March) aim to boost recognition and sales of Skoda models such as Fabia and Yeti in the UK. The company sold 41,000 cars in 2010, it claims, a 10.5% increase on 2009 and wants accelerate growth further in 2011 to increase its 2% market share.

To this end, four multimedia campaigns including a new television ad for Yeti and a brand campaign, will run this year. Event marketing, including an appearance at the Goodwood Motor Show, is also planned to engage with potential consumers and opinion formers.

The marque also plans to expand its dealership, adding 14 more in 2011 to take its estate to 139. It also plans to add two more models, including a family car, over the next two years.

Heidi Cartledge, head of marketing at Škoda UK, says activity will “reflect the confidence” that motor experts have shown in the brand.

She claims that its models have won 26 awards in recent years from the likes of What Car? and Which?, while Top Gear presenter Jeremy Clarkson has praised the Yeti model.

Skoda has also switched to using its global “simply clever” strapline in the UK. The marque previously used the “manufacturer of happy drivers” line.

The new logo will appear on cars from 2012.

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