Skoda wants to be company car

Skoda, once the butt of jokes over its cheap and unstylish image, has engaged Golley Slater (GS) to build its name as a must-have company car.

The firm wants to emphasise that the marque is a 'good fleet choice' for companies wanting value for money.

'We hired Golley Slater to help us overcome the resistance to the brand among fleet managers,' said Skoda UK media relations manager Juliette Carrington.

'We want to change their perceptions and communicate that Skoda is an acceptable brand choice,' she added.

GS will stress Skoda cars' low running costs during its first two to three years and low CO2 emissions, to ensure they are seen as affordable company cars.

It will also highlight Skoda's 'good value' purchase price and the range of extra features it provides for drivers, such as satellite navigation and climate control.

The agency secured the account without a pitch. Skoda UK has handled its PR in-house since July 2004, when it ended its consumer and trade PR contract with Sputnik Communications.

Skoda's fleet sales in the UK exceeded 10,000 for the first time last year, accounting for 28 per cent of its total sales.

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