Skoda Sales

[2009fsi]

I'm often at a loss to connect what I read in forums & my own experience as a Skoda owner. While others are seeing lots of other Skodas about, I'm lucky to see one, (except for my sisters Occy), per quarter. Maybe the fact there is no dealer in my immediate area is the reason for that, even though I'm not far from the Skoda/Audi/VW HQ.

Today's SMH online is carrying a run down on data just released on car sales. Sadly, Skoda is listed as an unloved brand.

Skoda

When the market is up 10 per cent, most makers would hope their sales would be up by more than that. But Skoda didn't manage to do any better in 2012 than it did in 2011. In fact, it sold just one more car last year than in the previous 12 months, which meant its growth was a stagnant 0.0 per cent. After being on sale in Australia for five years, Skoda somehow managed to sell fewer cars in November than Opel, which only started selling cars here in September. Volkswagen's Czech arm will be looking to the new Rapid sedan to put it on buyers' wishlists in 2013.

That to me only reflects the invisibility of Superb & now Octavia in the market place.

This Snippet from another article on the same site really does beg the question that should be being asked in Skoda/VAG HQ; Why is it that Toyota is able to propel Camry & Aurion sales to the top of the sedan pile, but our V6 & 103TDIs don't even register on the chart. My Supeb V6 is parked in the side street outside, between my neighbours Aurion V6 & his wife's Camry. I defy anyone to tell me which one of those 3 cars is bigger or smaller than the other.

In contrast, sales Toyota’s locally-made Camry rose by more than a third. The Camry and its V6 twin, the Aurion (they are essentially the same car with different engines) have taken over from the Commodore as Australia’s favourite family car.

I will never understand why Skoda/VAg chose to throw the Superb into the Australian market with a "Large car" label in 2009. Nor will I ever understand why they seem to have been happy to attach a "quirky" label to every Skoda launched. Skoda marketing may know, but somehow I doubt anyone can explain the strategy. Launch & forget seems to be the strategy.

My background is engineering up to a group general manager of one of Australia's biggest companies, before retirement. If one were responsible for sales of Skoda, I would expect the relevant COE or chairman ought to be on the phone demanding demanding to know,"Why is it so?" I'd expect to be told to find another job too, if I was responsible.

Skodas are bloody good, well engineered cars, with plenty of unique & advantageous design features which never get a mention. The reason they are reported as they are above, is to me totally a product of flawed or non existent marketing strategy. Meanwhile, we owners can look forward to keep crossing zeros off the end of the value number, it seems.

It occurs to me the (quirky) buyer finds Skoda, rather than Skoda reaching out to buyers. Anyone else get that impression?

[BrashDaniels]

Oh definitely.
Most of the people I know don't even know Skoda is a brand of car at all. If they want to be taken seriously in the market, Skoda Australia need to get the name into the mainstream. Much of their current marketing is aimed at the lycra mafia and very little else

Sent from my A500 using Tapatalk 2

[Rooboy]

That is really disappointing news that they have only sold 3502 cars this year after looking very promising a few months ago. I checked the figures on caradvice.com.au and there was a bit in there. Octavia sales were down 41% to 914 and Superb sales were down 24.9% to 653. The Superb results aren't so hard to understand as it's segment was down about 20% but its lucky there is a new Octavia on the way as it has gone against the trend with it's segment up 15% for the year. There were 722 Fabias sold for the year in the light car class.

I was able to work out that Yeti sales were around 1013 (Tiguan 6871) as they said they were up 134% on last year's total (433). That leaves about 200 sales unaccounted for, which I'm guessing is the Roomster and possibly the Scout (putting it in the SUV category as they did with the Subaru XV).

Not only were they outsold by Opel in November but December as well (122 to 116). The Rapid and new Octy can't come soon enough along with a new sales strategy.

edit - on another article they have Superb sales up 280.7% to 1085 in the large car under $70k. http://www.caradvice.com.au/206679/c...s-popular-car/

[Jake02]

Octavia sales were down 41% to 914 and Superb sales were down 24.9% to 653.

That's because Skoda Australia launched a newer and arguably more interesting, relevant (especially to Australians and our love for compact SUVs) and well-rounded vehicle in the Yeti. They also kept Superb and Octavia at the same price/equipment levels. The Rapid and new Octavia will do very well for the brand because their styling is much nicer than any Skoda before it. You read the comments on Australian motoring sites from 2007-2011 and all people say is how they don't like the styling. Most comments on the new Octavia articles were positive and that was towards the styling alone. Skoda's one main international flaw has been fixed as far as I'm concerned, now Skoda Australia really have to push marketing and value.

[brad]

That's because Skoda Australia launched a newer and arguably more interesting, relevant (especially to Australians and our love for compact SUVs) and well-rounded vehicle in the Yeti. They also kept Superb and Octavia at the same price/equipment levels. The Rapid and new Octavia will do very well for the brand because their styling is much nicer than any Skoda before it. You read the comments on Australian motoring sites from 2007-2011 and all people say is how they don't like the styling. Most comments on the new Octavia articles were positive and that was towards the styling alone. Skoda's one main international flaw has been fixed as far as I'm concerned, now Skoda Australia really have to push marketing and value.

Jake I admire your optimism but you've been playing the same tune for 3 years & Skoda keeps making you look like a fool.

edit: & this thread should be merged with the sales thread in the Octavia section.

BTW: Did Weisner leave because he felt his hands were tied or was he pushed? Surely his superiors didn't think his results were acceptable?

[Rubbadub]

I'd have to think the "quirky" marketing (and product design) leaves limited scope for sales increases. Maybe more of an emphasis on "this is VW technology" and "made in Europe" would help. And FFS (and this doesn't bother me, but it surely does others), would it blow the budget to put a couple more bits of aluminium/chrome bling around the cabin, say around the radio or on the door handles, for instance?

[Jake02]

Jake I admire your optimism but you've been playing the same tune for 3 years & Skoda keeps making you look like a fool.

I don't really care how people see me Brad, I will always support the product because it truly deserves it. If that means dealing with idiots along the way (Skoda dealers, Skoda Australia, haters, some people on here, etc) then so be it.

Also, because I can't be bothered replying on the other post (who started this thread twice??), I know I say it every time but I think this time with the new Octavia will be different - it's so much better this time around.

[brad]

I don't really care how people see me Brad, I will always support the product because it truly deserves it. If that means dealing with idiots along the way (Skoda dealers, Skoda Australia, haters, some people on here, etc) then so be it.

Also, because I can't be bothered replying on the other post (who started this thread twice??), I know I say it every time but I think this time with the new Octavia will be different - it's so much better this time around.

Yeti was their big sales booster. Fabia was the big sales booster. New Octavia will be the next saviour despite moving into a very busy segment.

You remind me of Monty Pythons Black Knight.

[dArK5HaD0w]

VW Australia own Skoda Australia, as a result, they decide what models, the pricing, servicing and the marketing strategy for Skoda.
VW Australia will not aggressively promote the Skoda brand when they have their own to sell.
Everywhere else (worldwide), Skoda does their own thing, governed by VWaG.
Here, Skoda can't do their own thing. They do as per VW Aus.
As long as this is the case, don't expect to see Skoda up there with strong sales in Australia.

[Albervin]

VW may call the shots here but the sales staff on the floor have a lot to answer for. The knowledge of the brand by the salesman in Wollongong was abysmal. He confused KESSY with stop/start technology; didn't realise there were 2 types of steering wheels; wasn't sure what the front/rear bias of the AWD was and much more. I think the Superb wagon should be stealing Mazda 6 buyers in droves but it isn't happening. While there are limited dealerships and poor salesmen (and women) the brand will struggle. As far as the model names go; they date back to the original Skodas of the 1930s (and earlier) so maybe there needs to be a re-think. Other brands use different model names and designations in different countries so maybe VW(Aust) should consider this option.