ŠKODA 2013: Success with new models
January 10, 2014
Following the model launches in the first six months, ŠKODA saw significant growth later in the year, and recently achieved the best ever December for ŠKODA. In the last month of the year, the company delivered 70,000 vehicles to customers, which is an increase of 5.8% over the previous December-record, set in 2012.
In the years ahead, ŠKODA plans to grow further. To achieve this continued growth, the manufacturer will be introducing a new or revised model on average every six months until 2016.
“ŠKODA 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,” says ŠKODA CEO Prof. Dr h.c. Winfried Vahland. “2013 was a record year with more new ŠKODA 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.”
2013 – the third year of the ŠKODA growth strategy – was both a successful and an intense year for the Czech carmaker. Eight new or revised models, twelve international production start-ups, expansion of capacity in the Czech Republic, as well as in the growth markets of China and Russia, added to this the crisis in some markets: “2013 was really quite a year!” says Dr Vahland.
After the first half of the year had been characterized by the difficult market situation in Europe, as well as the production start-ups and the associated lower production volumes, ŠKODA was back on track in the second half of the year. With the full availability of the new models, sales increased significantly each month from September onwards.
“Our model campaign is now showing its full strength. We are growing strongly and expanding our market shares continuously,” says Werner Eichhorn, ŠKODA Board Member for Sales and Marketing.
The new models have been very well received – especially the new ŠKODA Octavia, which is once again proving to be a great hit. In December, ŠKODA Octavia grew once 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, ŠKODA performed significantly better than the overall declining market in 2013. 369,600 vehicles sold represents an increase of 3.1% compared to 2012 (358,400). In December, Western European sales even rose by 17.8% to 31,300 vehicles (December 2012: 26,600).
The ŠKODA market share in Western Europe increased for the year as a whole to 3.2% (2012: 3.0%). In the second largest market, Germany, ŠKODA grew to 136,400 deliveries in 2013, which is an increase over the previous year of 2.9% (132,600). The market share rose to 4.6% and ŠKODA continues to build its position as the strongest import brand in Germany. 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, ŠKODA delivered 125,400 vehicles to customers last year (2012: 137,100; -8.5%). ŠKODA’s market share reached 4%. In ŠKODA’s third-largest market, Russia, the manufacturer achieved 87,500 deliveries (2012: 99,100; -11.7%). The new Octavia was introduced there in the second half of the year. The Rapid is to follow in the first six months of 2014. Considerable growth was also seen in Kazakhstan in 2013, where 4,700 customers decided on a new ŠKODA, which is an increase of 145.7% over the previous year (1,900). ŠKODA achieved growth in the Baltic States (Estonia, Latvia, Lithuania), where the brand grew by 3.4% to 4,600 vehicles sold in 2013 (2012: 4,500). In Serbia ŠKODA increased deliveries by 12.4% to 4,200 units (2012: 3,700).
ŠKODA 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). In the domestic market – the Czech Republic, ŠKODA sold a total of 60,000 vehicles in 2013, an increase of 0.6% (2012: 59,700). ŠKODA is defending its top position also in Poland. With 38,700 vehicles sold (2012: 36,300), representing an increase of 6.6% over the same period last year, the Czech carmaker remains the undisputed market leader for 2013.
Once again, China was ŠKODA’s strongest individual market in 2013, where the manufacturer delivered a total of 227,000 vehicles to customers (2012: 235,700 units; -3.7 %). The market launch of the new Octavia is on the cards only for the start of 2014. In India ŠKODA achieved a total of 22,600 deliveries in 2013 (2012: 34,300; -34.2%).
In 2013 ŠKODA was also particularly successful in Israel (14,400; +11.7%), Turkey (12,800; +23.2%) and Algeria (9,100, +85.3%).
ŠKODA deliveries to customers in 2013 (in units, rounded off, according to model; +/- in % over 2012):
ŠKODA Octavia (359,600; -12.2 %)
ŠKODA Fabia (202,000; -16.0 %)
ŠKODA Superb (94,400; -13.4 %)
ŠKODA Yeti (82,400; -5.7 %)
ŠKODA Roomster (33,300; -12.3 %)
ŠKODA Rapid (103,800; +320.3 %)
ŠKODA Citigo (Only sold in Europe: 45,200; +51.0 %)
ŠKODA deliveries to customers in December 2013 (in units, rounded off, according to model; +/- in % over the same month in 2012):
ŠKODA Octavia (25,400; +3.5 %)
ŠKODA Fabia (14,400; -18.5 %)
ŠKODA Superb (5,100; -18.9 %)
ŠKODA Yeti (6,700; -5.6 %)
ŠKODA Roomster (2,900; +2.1 %)
ŠKODA Rapid (12,400; +312.4 %)
ŠKODA Citigo (only sold in Europe: 3,100; -34.3 %)
ŠKODA AUTO is one of the oldest vehicle production companies in the world. Since 1895, the Czech headquarters in Mladá Boleslav has seen the production firstly of bicycles and then, shortly afterwards motorbikes and cars.
Currently has seven passenger car models: Citigo, Fabia, Roomster/Praktik, Rapid, Octavia, Yeti and Superb.
In 2013, delivered around 920,800 vehicles to customers worldwide.
Has belonged to Volkswagen since 1991, VW Group is one of the most successful automotive groups worldwide. ŠKODA, in association with the Group, independently manufactures and develops vehicles as well as components, engines and gear transmissions.
Operates at three locations in the Czech Republic, produces in China, Russia, Slovakia and India – mainly through Group partnerships.
Employs over 26,400 people globally and is active in more than 100 markets.
Source: ŠKODA AUTO