Skoda embarks on model offensive in line with growth plans

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Although total 2013 deliveries fell 1.96% to 920,800 from 939,200 the year before, the brand said it was the second-best sales year in corporate history and that it saw significant growth later in the year following model launches in the first six months. The brand delivered 70,000 vehicles last month, up 5.8% on the figures of 66,200 in December 2012.

Skoda emphasised its plans for growth going forwards and said that it will be introducing a new or revised model on average every six months until 2016.

‘Skoda has demonstrated its strength this year. Despite the above-average number of production start-ups and fierce headwinds from some markets, we achieved the second-best sales year in corporate history. This is an excellent result,’ said Skoda CEO Prof Dr. h.c. Winfried Vahland. ‘2013 was a record year with more new Skoda models than ever before. Eight new or completely revised models show the power of the ŠKODA brand. The winged arrow is shining, and our new cars are being very well received. Our attractive model range, good flow of incoming orders and increasingly bright future on the European automotive markets make us confident for 2014.’

The carmaker added that its recently launched models have been received well, especially the new Octavia, which grew again in Western Europe with high double-digit growth rates: up 52.3% compared to December 2012. In Europe as a whole, the Octavia recorded an increase of 19.1% in December.

In Western Europe, Skoda delivered 369,600 vehicles, 3.1% compared to 2012 (358,400). The increase was more marked in December when Western European sales rose by 17.8% to 31,300 vehicles (December 2012: 26,600). Skoda market share in Western Europe increased for the year as a whole to 3.2% (2012: 3.0%).

Deliveries were up in Germany by 2.9% to 136,400 (132,600) while market share rose to 4.6%. In the UK, the manufacturer increased deliveries to customers over the past year by 24% to a new record high of 66,000 vehicles (2012: 53,200). The Czech brand also achieved double-digit growth in Denmark, up 40.7 % to 14,600 vehicles (2012: 10,400). Sales in Spain have also seen a positive increase (13,400 vehicles; +3.0%), Italy (12,100 vehicles; +2.0%), Norway (6,800 vehicles; +2.1%) and Sweden (12,300 vehicles, +1.4%).

In Eastern Europe, including Russia, Skoda delivered 125,400 vehicles to customers last year (2012: 137,100; -8.5%). ŠKODA’s market share reached 4%. In Skoda’s third-largest market, Russia, the manufacturer achieved 87,500 deliveries (2012: 99,100; -11.7%). Considerable growth was also seen in Kazakhstan in 2013, with 4,700 deliveries, an increase of 145.7% over the previous year (1,900).

Skoda grew once again in Central Europe in 2013. Deliveries to customers rose by 2.0% to 126,500 vehicles (2012: 124,000). ŠKODA’s market share rose to 19.2%. In December, brand deliveries in Central Europe grew by 13.5% to 11,300 (December 2012: 9,900).

However, China was Skoda’s strongest individual market in 2013, where the manufacturer delivered a total of 227,000 vehicles to customers (2012: 235,700 units; -3.7 %).

In India Skoda achieved a total of 22,600 deliveries in 2013 (2012: 34,300; -34.2%). In 2013 Skoda was also particularly successful in Israel (14,400; +11.7%), Turkey (12,800; +23.2%) and Algeria (9,100, +85.3%).

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. Natalie edits all the Fleet World websites and newsletters, and loves to hear about any latest industry news - or gossip.

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