Form part of an advertising initiative to challenge and change entrenched perceptions of the Skoda brand as a bit of a joke.
Philosophy
The repositioning that accompanied the launch of the Fabia in March 2000 challenged that prejudice head-on and reduced marque rejection from 60% to 42%. UK sales have since grown by 64% dramatically outstripping other markets, with the same model mix; £15 million of marketing spend is estimated to have returned £37 million of profits
Problem
Skoda jokes were so entrenched in British culture that, despite the brands acquisition by VW in 1991, radical product improvements had continued to fall on deaf ears.