Skoda To Position Itself As Premium Brand In India

By Ganesh

Updated: Monday, May 26, 2014, 11:51 [IST]

After many years trying to perform both in the premium and mass market segment, Skoda India has decided to position itself primarily as a premium brand.

The Czech automaker previously used to sell products starting with the Fabia hatchback to the Superb premium sedan. However, owing to poor sales, the hatchback was discontinued.

The majority of sales for Skoda India comes from the Octavia and Superb sedans, and thus the company will continue to concentrate on these models.

Skoda also has a slight advantage currently in these segments, after Honda moved out of this space by pulling out the Civic and Accord sedans.

Sudhir Rao, managing director, Skoda India, has said that company will always remain an aspirational brand and never be a budget brand, something the company has come to realise.

Skoda's strength has always been good build quality, driveability and safety, which it will continue to build on. At the same time, buyers have this image of Skoda as having poor after sales service and its models as being expensive to maintain.

While the company tries to sort out it shortcomings, it will also bring back the Fabia and launch the Global SUV sometime during 2016-17. The next launch lined up for India is that of the updated Yeti compact SUV.

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