ŠKODA grows over 50% through long-term strategy

ŠKODA, known at the time primarily as a manufacturer of solid cars, decided it was time to position the brand more clearly. Although its market share had been stable for years, it was largely due to a favorable additional tax rate. The desire: an "MOT" for the brand and a new, consistent direction for the long term. Since then, ŠKODA has grown strongly in market share, made several successful model introductions and been awarded a Golden Effie and a SAN Consistent Accent, among other awards. The key to this success proved to be clear insight from research, followed by consistent execution of the strategy.

The approach

1. Insight and Strategy

ŠKODA and Validators started by identifying the most relevant Category Entry Points (CEPs). Research showed that people buy a car that suits their weekend activities. During the week, the car serves mainly for commuting, but it really comes into its own on weekends. The CEPs 'a car for leisure', 'a car for my family' and 'a spacious car' proved to be the right approach for ŠKODA to increase its mental market share.

2. Communication Concept: Saturday

In cooperation with the advertising and media agency, the focus was placed on "Saturday," the busiest weekend day for many families. Grocery shopping, taking children to sports or carrying excess items: this is when a spacious, versatile car proves its worth. All communications and model introductions revolved around this concept, ensuring a consistent brand story.

3. Ongoing research

To measure progress, ŠKODA and Validators held regular surveys, both to monitor the relevance of CEPs and to map campaign effects. Creations were also pre-tested, allowing for continuous optimization of the brand policy.

The result

Growing brand (mentally and actually)

The campaign appealed to the right CEPs, leading to a stronger mental anchoring of ŠKODA among consumers. In practice, this "mental market share" translated into an increase in actual market share: between 2017 and 2021, ŠKODA grew from around 4% to over 6%.

Honored with awards

The award of a Golden Effie and a SAN Consistent Accent underlines the success of the strategy and execution. ŠKODA managed to roll out its brand policy in a distinctive and consistent way, which made a significant contribution to the growth achieved.

Concrete outcomes and follow-up

By sticking to the “Saturday” concept and the associated CEPs for many years, ŠKODA steadily built a recognizable and relevant brand story. At the same time, new models were successfully launched, and regular research supported the further optimization of campaigns. This consistent approach, based on a strong understanding of consumer behavior and brand preferences, proved to be the ideal formula for sustainably increasing ŠKODA’s market share. Renkse Greven, Senior Consumer Insights Manager at Pon’s Automobile Dealership: “Getting your brand moving takes time, especially in the automotive industry. We believe you shouldn’t change your strategy too often and that consistency leads to a stronger market position. Research is woven into many parts of ŠKODA’s brand journey. It has provided both inspiration and direction.”