Skoda has changed more than its logo. They want to be the Volvo within the Volkswagen Group

A new logo, a new strategy with up to  six new electric models  to achieve 70% of its sales with zero-emission cars by 2030 and a new aesthetic language mark the new transformation of Skoda.

Skoda, which sold more than a million cars in 2019 (but less than 800,000 units in 2021, after the pandemic and the microchip crisis) wants to position itself as the Volvo of the group. But not in the sense of a premium brand, but as a  rational brand  , with a strong and refined design and, above all, putting the emphasis on passengers. And, of course, with electric cars (he has no choice either).

The current Volvo is defined by the clean design of its models and its interiors, by its passenger-centric models and their safety and, to a lesser extent, by its desire to be an electrified brand (whereas in 2021 only 27% of its sales came from PHEV and electric cars, mainly in Europe). And, of course, for its premium brand prices.

A new aesthetic language

The new Skoda taught us these same codes with the Vision 7S. Its design is sleek and elegant, ushering in a new  T  -  shaped light signature . in which they focus on passengers.

Thus, the dashboard has a large touchscreen, but it also has physical buttons for the most common functions. Safety and ergonomics at the service of passengers.

But undoubtedly the strongest symbol of the Vision 7S is the presence of a  child seat  in the center back in the direction of travel. It's eye-catching, sure, but it's also the safest position and place in a stroller for a baby.

Skoda's plans are not to become a direct rival to the Swedish brand. They are clear on their market spread that works for them and they are not going to quit it. Of course, they will expand their customer base.

In addition to families and motorists looking for the best price/performance ratio, the brand wishes to add a new target to its clientele, which it qualifies as "contemporary explorers", i.e. young people in the mode of vibrant lifestyle, some of which enjoy outdoor activities.

It's a way of wanting to go to  the high end of the generalist segment  , while remaining within the limits of premium. And it is that Skoda, let's recognize its leaders, aspires to a profit margin for its models of 12% in this new niche.

In any case, Skoda will remain  a generalist brand  , something more and more unusual when some brands opt for low cost and most aspire to want to be premium. And not everyone will succeed, of course.

An electric range of up to six new cars

Skoda aims for electric cars to account for 70% of its annual sales in Europe by 2030, up from 10% today. To achieve this, the company will increase the pace of its launches. The brand will present up to six new models.

All will be based on the  Volkswagen Group's modular MEB platform  , in its standard version or in its A0 configuration, shortened for front-wheel drive urban vehicles.

The first of these new models will be a compact SUV developed under the name Elroq. Its transitional design will introduce all-new aesthetic elements seen on the Vision 7S.

Similar in size to the current  Skoda Karoq , it will hit the market in 2024 and gradually fill its gap in the range. The Karoq is the cousin of the SEAT Ateca, by the way, and if the successor to the Karoq is electric, that leaves the Ateca in an awkward position, i.e. without a successor, since it  is not planned to electrify SEAT , at least for now.

The year 2026 will see the arrival of an urban car,  manufactured in Spain  by Seat with its "cousins"  CUPRA Urban Rebel  and Volkswagen, as well as the family SUV derived from the Vision 7S concept. A model, by the way, which, faithful to the tradition of the brand, will be very close in its design to that of the concept car.

Then, three new electric cars will be added to the range by 2030. These three models will give rise to "families" of models by dividing them into variants, as is the case with the Enyaq which comes in coupe version.

a new logo

All these changes lead to a new logo. The logo is more than a means for a brand to be recognized, it is a symbol which must also convey the values ​​of the brand. Skoda, like  Volkswagen , Nissan,  Peugeot , Renault and  Kia  before it, is ditching the embossed, or 3D, logo for a 2D version, more in tune with the digital age.

On the bow of future Skoda models, as on the Vision 7S,  the brand logo will be replaced by the name of the manufacturer  written entirely in a new typography.

The diacritical mark over the "Š" has been elegantly integrated into the upper part of the S. Skoda thus also follows the trend of not displaying a pure logo on the cars but simply the brand lettering.

However, the  logo does not disappear  and has been redesigned. True to the fashion of the moment, it adopts a monochrome 2D configuration as well as refined functionalities.

Present are the arrow symbolizing the movement towards the future, the point representing industrial precision and the Native American headdress introduced almost a century ago following the inspiration of Tomas Maglic, then commercial director of Skoda.