Skoda Roomster News

Czech brand Skoda and British carmaker Jaguar Land Rover (JLR) have revealed which models will be recalled as part of the wide-spread mandatory Takata airbag call back.

Skoda is punching hard as it lifts its profile, firing up cars as small as its budget-priced Citigo city car - expected here around February - and the new mid-size Rapid that will be on sale mid-year and take on the Mazda3, Ford Focus, Holden Cruze and Toyota Corolla.The entry of the Rapid - a Volkswagen Polo-based liftback - also opens the door to the 2013 Octavia that grows in size to dimensions shared with rivals including the Ford Mondeo and its own cousin, the Passat. Carsguide drove the five-door Citigo in Portugal earlier this year and was impressed by the compact car's ability to mix nimble inner-city handling with 120km/h open-road touring.The Citigo is Skoda's take on the Volkswagen Up, which is expected to go on sale in Australia before this Christmas. Skoda Australia spokesman Karl Gehling says that, officially, the Citigo is still "under consideration''.  But significant legwork has been done by Skoda to make the car fit into its Australian line up. It could be here by February and carry a price tag of about $15,000.The Rapid - which borrows its name from Skoda's sporty, rear-engined two-door model made from 1984 to 1990 - is almost the same size as the current Octavia. It is almost identical to the MissionL (CORR) concept car first shown by Skoda at last year's Frankfurt motor show and then at last month's car show in Beijing.Australia will get the Rapid from the Czech factory and not from Skoda plants making the car in India or, from next year, China. It will come with a choice of Volkswagen drivetrains, the most likely a 1.4-litre and 1.8-litre turbo-petrol and 2-litre turbo-diesel. The Rapid inherits the Octavia's liftback - a large hatch that makes it look like a sedan - and variable seating for SUV-like flexibility to make it a hit with families. Skoda hints that it will have a wagon version within a year of the liftback's launch.The arrival of the Rapid will kick start the launch of the bigger Octavia, giving Skoda by the end of 2013 an incremental model line-up from this car down to the Rapid, Fabia and Citigo. Skoda CEO Winfried Vahland told Carsguide at the Citigo launch in February that there were also plans for a larger SUV based on a platform similar to the Audi Q5. That SUV, to complement the Yeti and Octavia Scout, won't be seen until late 2014. 

And it wasn’t done any favours by offering unusual looks and no automatic transmission. But Skoda is not giving up on it just yet. The little people mover has sold just 66 over the whole of 2008 and is lagging behind that sales level this year. “The numbers speak for themselves,” Skoda Australia head Matthew Wiesner admits. “We didn’t give it enough attention – probably through the fact that we had to focus on (medium-size passenger) Octavia to give us best cut-through and best return on investment. “Quite frankly, Roomster has suffered a bit because of that.” However Wiesner says that situation will change next year. “There will be a facelift in the new year – and some drivetrain changes and updates — which means we will then give Roomster the focus it requires, and give it the space to be a far better contribution to what we’ve been doing. Wiesner says that the Roomster has also been hampered by not having an automatic transmission. “Having it in manual only doesn’t help in the Australian market. People want an auto. “And it is a quirky design – you either love it or you don’t. “Is there a market for it? Yes, but it’s a niche market definitely. “But do you give up on it? No. Now that we’ve had a few focus groups, we now better understand who a Roomster owner is – and what they do and how. “They are very different to an Octavia buyer. We now don’t assume they will pick up on us as a brand by what we’re doing with Octavia, so we’ll start to target them specifically.” Wiesner says Skoda missed the mark in thinking there “might been some carryover between wagons, given what Roomster represents”. “But there is quite a distance even between a wagon buyer and somebody interested in Roomster – but their intentions, their motivations and interests are very different. “They are incredibly practical … we just need to be practical about how we talk to them. And we haven’t done that well yet. No question.”  

Skoda’s brand presence in Australia has surprised the local office by growing much faster than they expected. When the badge launched here late in 2007, they were aiming at a brand awareness of 60 per cent within two years, at a stage when they would have a range of additional models. They’ve hit that mark six months early, and with mainly only the Octavia model to work with. Although the quirky Roomster people mover has been on the market here, it hasn’t had a sales impact, moving just 66 over the whole of 2008 and lagging behind that momentum this year. “We’ve virtually had just one model, with a few variants, since launch – which is not ideal,” the carmaker’s local head, Matthew Wiesner says. “So our brand awareness hitting this level, this early, is much better than expected. Wiesner says that because Skoda’s limited range has not been able to rely on the exponential effect of having vehicles across a range of segments, there should be further boosts as they bring new models – like the large passenger Superb sedans being launched this week, and the Yeti SUV slated for next year.. “What generally will drive this further will be when you launch new product into new segments you don’t compete in — your awareness rises more then. There’s an exponential effect. “If you don’t have product in a certain segment you’re going to miss out on chunk of people, for a start. “And the ‘early rejecters’ (those who consider the brand but defer from buying) – a lot of that response is driven by segment spread. “So we are surprised by how well we’ve managed to cut through into reasonably good awareness numbers.” Wiesner says that as the badge’s profile is growing, the proportion of ‘rejecters’ is steadily decreasing. “The early rejecters were the most frustrating part for us and the dealers. They would go through the normal process and then run out of reasons not to buy,” he says. “They would be putting all the right ticks against the product, but then it would come down to ‘maybe not this time’. “They would see the brand as being ‘a bit quirky’, they ‘just can’t be sure’ and ‘it’s a big investment’. “They’re the people you see the second time around, and now we have more product in the market we can talk to them better. It’s all about being heard. “The only thing that will fix that is spending time in the market. What we need to do is prove ourselves, do it well, get the products right. “We just need to prove the brand here to stay, it’s a bloody good brand, and has a lot to offer.”

Fresh-faced and with stronger engines, the new car arrives here in September along with a new-look Scout wagon. The RS gets a contemporary look based on other models in the recently-released Octavia range. But it hits harder with a different valance, fog lights, body-coloured trim and LED tail lights. The punch is the choice of a 147kW direct petrol injection 2-litre turbo mated to either a seven-speed DSG dual-clutch or a six-speed manual transmission as Skoda moves closer to align drivetrains with parent Volkswagen. Optional is a 125kW 2-litre turbo-diesel with the same transmission choices. Skoda Australia boss Matthew Wiesner says the company's range in Australia is being tightened and adjusted to maximise appeal. Speaking from the Czech Republic, he admits there are gaps in the range. The Scout, which arrives in its new form in September, still has no automatic option. "But its coming," says Wiesner. "It's only available as a manual from the factory _ it is not sold anywhere as an automatic _ but we've been fighting for an auto on the basis that Australia is a special market that needs this option. "Finally, there's clarity in the issue and I'd expect a DSG version perhaps within 12 months." Modifying the Skoda line up has seen the workhorse 1.9-litre turbo-diesel dropped from the Octavia range. The replacement as the entry-level model is the 1.6-litre petrol-engined sedan at $26,990 _ a price Weisner says gives entry into a price segment usually occupied by small cars. Octavia models now come as a 1.6 and 1.8-litre petrol and the 2-litre 103kW turbo-diesel. The Roomster will be retained despite having a practically invisible road presence. "We're looking at some ideas with Roomster," Wiesner says. "It gets a face lift in mid-2010 and were prepared to persist because we see potential in this product. "It is possible that sales will increase when we get Yeti because they would complement each other," he says of the Skoda small SUV that's earmarked for Australia. Yeti will join the upmarket Superb saloon as new entrants. "Roomster is being bought by young people and retired people. It's very difficult to pinpoint it because its market is broad." Wiesner says the Yeti wasn't being considered as just another product line. Rather, it will give Skoda entry into a younger demographic of buyers. That would be assisted by the Yeti's two-wheel drive option _ it will come standard as an on-demand all-wheel drive _ that would offer the SUV package but at a reduced price. However, the 2WD could be seen as a future replacement for Roomster. Wiesner says the Volkswagen Group was holding up well on global markets and Skoda was part of that modest success. "Skoda has been helped in Europe because of the scrappage system which has helped new car sales, and also because of presence in China," he says. "We're in a better position than some because we are under exposed in places like the US and Japan." In Australia he says sales are steady, up 12 per cent for the year compared with the corresponding period in 2008. "Hopefully we're growing on a wave," he says.

The Czech brand's flagship model is set to join the Octavia and Roomster in the return of the brand to Australia. Skoda Australia boss Matthew Wiesner said they had the “full intention of launching the successor here”. The new Superb successor will be launched at the 2008 Geneva Motor Show in March and available here next year. “If we wanted to we could get it here this year, but it is probably more sensible to wait to target next January,” Wiesner said. Like the new Mondeo, the Skoda sedan is actually a hatchback, or a liftback with a large rear door and cargo area. Liftbacks were fashionable in the 1970s and now seem to be making a comeback. The striking Skoda features an imposing grille and aggressive wraparound headlights. Inside, there will be plenty of kit, including a touch screen multi-media interface with a hard drive to store music and an iPod-compatible connection. It has a choice of six VW-sourced engines — three petrol and three diesel. Wiesner said they would probably go with a similar mix to what they have chosen for the Octavia which is a 1.9 and 2.0 turbo diesel, 2.0 petrol and 1.8 and 2.0 turbo petrol. “Diesel will be very important for us,” Wiesner said. “There are some new engines which we are looking at such as the big new V6 which would be under consideration so long as it fits in our price and product position. “But we may not consider some of the smaller engines.” Among the petrol engine options are the 1.4-litre TSI engine from the Golf GT, 2-litre turbo and the 3.6-litre V6, while there will also be 2-litre four-cylinder and 2.7-litre V6 diesels. The standard line-up of five and six-speed manuals will be joined by the quick-shifting DSG semi-auto. The cars appear to be quite large, with a tall ride height and significant overhangs and will come in front-wheel drive and VW's Haldex all-wheel drive. However, Skoda highlighted the Superb's bi-xenon headlights with adaptive front light system (AFS), retractable integrated headlight washer units with an automatic rain sensor and Maxi Dot display. AFS changes the geometry of the light beam to suit different driving conditions. There are four modes — Intercity, City, Highway and Rain — each with varying beam widths and penetration and actuated at varying speeds. They also feature rotating headlights that turn with the steering to light up corners. Skoda sold 115 Octavia medium-sized cars and 34 Roomster small people movers in the three months since launch. Wiesner said “the numbers are the numbers”. “The point is what we are hearing back from the dealers and the market,” he said. “We're on track and I'm happy.” Wiesner said at the launch in early October that he expected Roomster would represent about 20 per cent of sales, but it is running slightly higher. At launch, Wiesner said they had 10 dealers nationwide with one each in Brisbane, the Gold Coast and Sunshine Coast, plus two in Sydney, two in Melbourne and one each in Perth, Adelaide and Canberra. “We're now looking at five or six new dealers by April and on target for 20 to 23 by the end of the year,” he said. “That's important to raise the level of awareness of the brand.” Wisener said a Skoda dealer in Townsville would be in the target 20 and should be added by the middle of the year.  

The Czech carmaker has just begun sales here with its Octavia and Roomster. Skoda believes there are many similarities between the two countries and their car consumers, making Australia — with close to 50 car brands competing for one million sales — an ideal launch pad for a global approach by the value brand in the giant Volkswagen empire.“Here is tough,” Volkswagen Group Australia managing director Jutta Dierks says. “It is competitive. If they can have success here, they can try the American market.”Dierks worked for more than two years on the plan to put Skoda back into local showrooms for the first time since the 1970s and says the company is happy to take chances with its model line-up and marketing work.“Skoda is prepared to be adventurous here, and even to make mistakes,” she says.However, Dierks stresses the effort in Australia is not just an experiment and Skoda is aiming for a profitable long-term operation. She adds: “This is not just a pilot program — Skoda is still here for a long-term commitment. They are not after big volume. But they want to build the brand, test what works and what doesn't work. At the end of the day, of course they would like volume, too.”Dierks says there are plans for extra models in coming years and believes the large Superb luxury car would be perfect for Australia.“We still like big cars here,” she says. “But first we want to establish Roomster and Octavia.”Skoda is in the early stages of cementing its dealer network, which will be kept small with probably one or two dealers less than needed, to ensure a good response, Dierks says.However, Skoda franchises will not be handed just to existing Volkswagen dealers.“Of those we have already chosen, two are not Volkswagen dealers,” Skoda boss Matthew Weisner says. “We are looking for particular qualities, not necessarily the Volkswagen link.”The brand will emphasise its European heritage in a selective way, but will emphasise the Volkswagen DNA to boost consumer confidence. 

It has taken Skoda a little over 100 years to populate 90 countries around the world, so its arrival here was inevitable. Even if presence fills up an already maxed out marketplace

The most important element of the Skoda effort in Australia is still not confirmed. It is the Fabia, a baby hatchback that should eventually become the brand's best seller Down Under.The Fabia was launched in Europe only this year; the Fabia combi wagon will come towards the end of the year.Skoda Australia is pushing for a starting price below $17,000 to give it the best chance of success.“For the time being we have made no decision on the Fabia,” Skoda Australia head Matthew Wiesner says.“We do not have the necessary volumes available. It also has something to do with the price. And it has something to do with the segment structure in Australia."“Maybe the Fabia combi is more appropriate to the Australian market.”The Fabia is a sellout in Europe. There could be an opportunity for more volume once the Fabia goes into production in India.“It is one of the opportunities, but this would be an opportunity only from 2010 on,” Wiesner says.Skoda would like to have the Fabia in Australia by 2009, once it has laid the foundations for the brand with the cute little Roomster wagon and the larger Octavia.Further on, it is banking on a small four-wheel-drive called the Yeti and a full line of cars up to the Superb flagship, which will be revealed late this year.Eckhard Schultz, head of product development at Skoda headquarters in Mlada Boleslav, Czech Republic, says the company will have two new models a year for at least the next five years.“We have our own design, packaging and special solutions,” he says. “Skoda is about lifestyles and practical solutions.”Wiesner won't talk specifically about future products, but says he is looking at everything.“If we want to be successful long-term we have to have the full product range,” he says. “It was a strategic decision to come to Australia. We want to open the market in the long term."“We will look for opportunities over time. You cannot do everything at the same time. We are not in a hurry.” 

However, the Australian debut of Skoda at the Australian International Motor Show in October has done just that. The fast-growing Czech carmaker is taking up residence in Hall 6 of the Darling Harbour Exhibition Centre, along with parent company Volkswagen and its ultra-luxury Bentley brand. "We are looking forward to having a significantly enhanced presence at the Sydney show," said the managing director of the VW Group in Australia, Jutta Dierks. "Our group display is an appropriate reflection of our recent rapid growth in Australia and signals our ambitions to grow further," she said. "We are excited about having our own dedicated hall and we're making a big display effort." Hall 6 has been re-christened The Pavilion in honour of the transformation it will undergo at the hands of the three brands' highly creative stand designers. Skoda has built a reputation in Europe for quality and innovation and its display in The Pavilion will reflect those brand values. "The Sydney show will mark the public debut of Skoda on the Australian market, so we are doing what we can to make sure consumers notice and remember our new cars," said the head of Skoda Australia, Matthew Wiesner. "Skoda will bring European design and quality to market segments traditionally the preserve of the Japanese and Korean brands. We think that's a combination that will appeal to a broad range of Australian consumers." Skoda will launch two production models at the show: the mid-sized Octavia sedan and hatch and the Roomster, a small crossover wagon. Underlining its design-forward credentials, Skoda will also display its Yeti concept car - a small Sports Utility Vehicle which strongly hints at the brand's future direction. "One of the key values of the Skoda brand is additional interior space and ergonomic design, and the Yeti and Roomster are great examples of that," Mr Wiesner said. The establishment of The Pavilion by Volkswagen, Skoda and Bentley means the 2007 Australian International Motor Show expands to become the biggest ever. "The expansion of the auto brands into The Pavilion has allowed us to change and improve floor arrangements, making the show look and feel substantially different from past years," said FCAI chief executive Andrew McKellar. "Visitors walking the floor of the show will find more variety and greater interactivity amongst the displays. "The Volkswagen Group, including Bentley and Skoda, are to be commended for the vision and entrepreneurial spirit they have displayed in establishing The Pavilion," Mr McKellar said. CARSguide.com.au provides the official website for the 2007 Australian International Motorshow - www.australianmotorshow.com.