Driven by Something Different - How SKODA grew in a plummeting market

Ben Felton

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.

Campaign details

Brand: SKODAAdvertiser: SKODAAgency: Leo Burnett

Introduction

After 5 years of healthy growth (2012 to 2016), the automotive industry in the UK was forecast to slow down, as many of the new cars that had been sold over the previous 5 years started to enter the 'used car market' and people had the option to get an 'almost new car at a great price'. A no brainer for many, due to the long term reliability of cars today1.

However, what we saw in 2017 was not a gradual slowingof the...

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