Skoda. New design, new logo, new philosophy

Skoda announces six new electric models through 2030 and introduces its new brand identity with a completely revamped design and logo. The manufacturer wants to expand its customer base and expects 70% of annual sales with “zero emissions” by the end of this decade.

Per

MaxK

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Skoda renews its visual identity. Logo and typography evolve.

Skoda


The presentation of the Skoda Vision 7S concept car kicks off a new transformation for the Czech manufacturer, the most important since it was integrated into the Volkswagen group in 1991, according to its leaders. Skoda announces its strategy for the decade starting with a renewed and largely electrified range, a new logo, a new brand identity and a new design language.

Electric in all segments

Skoda wants electric vehicles to account for between 50% and 70% of its annual sales in Europe by 2030, compared to 10% today. To that end, the company is doubling the rate of its “zero emission” releases. It’s not three new electric models that will be released by the end of this decade, as announced in mid-2021, but six. All will be based on the Volkswagen Group’s MEB modular platform, either in its standard version or in its A0 configuration (short for front-wheel drive urban vehicles). The first of these will be a compact SUV developed under the name Elroq. Your transitional design will introduce some new aesthetic elements (see below). Similar in size to a Karoq, it will be released in 2024 and will gradually take its place. The year 2026 will see the arrival of a city model, which will be produced in Spain by Seat alongside its “cousins” with the Cupra and Volkswagen badges, as well as the family SUV derived from the Vision 7S concept. Then, another three new electric cars will join the line up until 2030. These will be “families” that can be refused in variants such as the Enyaq, which has its Coupé version.

The heat engine will not be completely abandoned by all this at Skoda, at least not in the short term. Despite the planned arrival of the 7S, Kodiaq will be entitled to a new generation in the second half of 2023, just like the Superb. The Scala and Kamiq will be facelifted next year, and the Octavia facelift is announced for 2024.

Skoda renews its style in depth

Driven by the race for electric vehicle autonomy as much as the flexibility demanded by dematerialized communication, Skoda simplifies its design. At the same time, riding on the rise of SUVs, the manufacturer wants to give its vehicles a robust image. From these motivations, the aesthetic language called Solid Modern was born. In a large electric SUV like the Vision 7S, this passes. a massive underside reminiscent of hardcore off-roaders, distinctly modern sculpted top surfaces, as well as rounded corners and sloping A-pillars to reduce energy consumption. The underbody protections are not made from classic black plastic, but from recycled “stone effect” tire, elements that allow Skoda to claim to be eco-sensitive in the same way as using recycled or sustainably sourced materials to the cabin. The running boards, totally artificial as they are integrated into the doors, accentuate the impression of thickness and solidity of the vehicle. Most notably, the “T” lights occur at all four corners. The front ones are tied at the top. Among them, a black lacquered panel replacing the traditional grille, dubbed the Tech Deck, houses the cameras and other sensors dedicated to driving aids. The longitudinal cavity of the hood indicates that the car is electric; a bulge helps identify thermal patterns.

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A remarkable rear overhang always characterizes Skodas.

Skoda

Although it uses the MEB “skateboard” architecture, the Vision 7S retains the relatively large rear overhang characteristic of the Skoda, synonymous with a generous trunk. The cabin is also very refined with almost entirely digital instrumentation and hidden air vents when the ventilation is set to low power. But the “simply smart” manufacturer always has practical tricks: physical controls for air conditioning and sound, “car wash” mode to avoid triggering the safety sensors when passing through the rollers, front external handle allowing access to the tow hook while cutting the traction battery supply… Not everything will be found in the production model, however. 6+1 seating configurations, antagonistic doors, even retro-cameras may be sidelined with the launch of the final vehicle announced for 2026. But they indicate the direction Skoda is taking, which wants to offer familiar models without sacrificing style.

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Hood named Skoda Vision 7S

Enough of the logo, it’s the name of the brand that adorns the hood.

Skoda

A modified but less visible logo

On the bow of the future Skodas, as on the Vision 7S, the brand logo will be replaced by the manufacturer’s name written in full in a new spelling. The caron that normally hangs over its “Š” has been integrated into the upper part of it. The emblem is not abandoned, however, it even has the right to a new evolution. As is the fashion of the moment, adopts a monochromatic 2D configuration as well as refined features. We find the arrow symbolizing movement towards the future, the tip representing industrial precision, and the Native American headdress introduced nearly a century ago at the inspiration of Tomas Maglic, then Skoda’s commercial director. For the record, for most of the 20th century, the Skoda car brand could not use this logo because it belonged to the homonymous industrial group born from the separation of the original company into several entities. Formerly blue, this symbol became green during Volkswagen’s acquisition of Skoda. In 2022, green remains the brand’s dominant color, but is available in two shades: Emerald and Electric.

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Skoda evolution logo

Evolution of the Skoda logo from 1895 to 2022. Click to enlarge.

Skoda

Skoda conquering new markets

For families and motorists looking for the best possible price/performance ratio, the brand wants to add a new target audience to its clientele, which it describes as “contemporary explorers”, that is, younger people with a dynamic lifestyle, amateurs for some leisurely outdoor activities. This message resembles that of Dacia, as well as the matte khaki color chosen for the Vision 7S. But Skoda is positioned more sophisticated than the Romanian maker of the Renault group, and is aiming for a 12% margin in this new niche while staying relatively affordable so as not to lose its following or step on Volkswagen’s toes. A truly general investment, therefore,, which is becoming scarce as the gap between “low cost” and premium in the market widens. The Czech company assures that the average sale price of its vehicles in France is almost double that practiced in Dacia, reaching around 33 thousand euros. But offering affordable electric cars is a challenge given their cost of production. The synergies and economies of scale of the Volkswagen group will be used more than ever before to allow the different brands of the German giant to remain commercially viable in this period of transformation.

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Skoda Vision 7S advertisement

Skoda wants to seduce young families who love outdoor getaways.

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