Page 3: Changing perceptions
How then has the public responded to the transformation at Skoda? Skoda clearly has a major task to change the public’s perceptions, which for many are still rooted in the past. The key to altering the public’s perception is making people aware of what is happening at Skoda with the company and the cars and to convey the company’s personality and strengths. Research has shown Skoda’s brand personality to be:
- Having a sense of humour
- Accessible and uncomplicated.
It is this personality and image that Skoda communicates through its advertising and publicity. Skoda’s advertising campaign has revolved around showing consumers what changes have taken place in the company and cars and these advertisements have been led with the strapline:
“We’ve changed the car.Can you change your mind?”
The emphasis has been on the partnership with Volkswagen and the value for money pricing. The safety, reliability and quality of the cars has also been highlighted through components being supplied by Europe’s top manufacturers (Siemens, Bosch, Lucas, Blaupunkt, Continental etc).