Sales and Marketing

Škoda Auto posted outstanding sales results in 2024: worldwide deliveries of 926,567 cars meant a year-on-year increase of 6.9%, despite the highly volatile situation on the market. Germany was again the Company’s biggest market, with 187,078 deliveries, marking an increase of 18.5% on 2023. Turkey, the United Kingdom, Poland, and Spain also showed significant absolute growth.

The Company delivered 192,061 cars to its customers in Central Europe, 3.8% more than the previous year, with the Škoda brand achieving a market share of 17.2%. On the home market, deliveries to customers fell by 3.8% to 84,476 cars (2023: 87,784 cars); however, the Czech Republic was again the Company’s second biggest market worldwide, with its market share dropping only marginally to 36.5%. Poland remained in the brand’s TOP 5 markets for a third time in a row, with 61,391 cars delivered, marking a year-on-year increase of 13.9%.

Deliveries by model in the year 2024

Škoda Fabia

2024: 117,121 vehicles2023: 94,395 vehicles

Škoda Enyaq Coupé

2024:12,264 vehicles2023: 11,929 vehicles

Škoda Scala

2024: 56,248 vehicles2023: 59,229 vehicles

Škoda Octavia

2024: 215,716 vehicles2023: 191,941 vehicles

Škoda Superb

2024: 72,800 vehicles2023: 67,446 vehicles

Škoda Kamiq

2024: 125,962 vehicles2023: 116,461 vehicles

Škoda Karoq

2024: 109,404 vehicles2023: 100,052 vehicles

Škoda Kodiaq

2024: 114,457 vehicles2023: 105,857 vehicles

Škoda Enyaq

2024: 67,243 vehicles2023: 69,721 vehicles

Škoda Kushaq

2024: 19,313 vehicles2023: 26,603 vehicles

Škoda Slavia

2024: 15,993 vehicles2023: 19,904 vehicles

Deliveries to customers

Largest Markets

	Cars 2024	Cars 2023	Change (%) 2024/2023
Germany	187.078	157.837	18.5%
Czech Republic	84.476	87.784	-3.8%
Great Britain	78.659	70.266	11.9%
Poland	61.391	53.907	13.9%
India	45.616	39.616	15.1%
France	42.209	33.57	25.7%
Italy	38.117	33.84	12.6%
Turkey	36.338	30.122	20.6%
Spain*	35.982	48.843	-26.3%
Austria	25.634	24.564	4.4%
China	21.561	20.335	0.06
Netherlands	20.479	20.002	2.4%
Slovakia	19.253	14.544	32.4%
Switzerland	19.044	19.635	-0.03
Belgium	18.061	18.29	-1.3%
Škoda Brand Total	926,567	866,82	6,9%

Deliveries to customers

Regions

	Cars 2024	Cars 2023	Change (%) 2024/2023	Market Share (%) 2024**	Market Share (%) 2023**
Central Europe	192.061	185.043	3.8%	17.2%	18.49%
Eastern Europe	50.746	46.794	8.4%	3.31%	3.73%
Western Europe	538.094	480.121	12.1%	4.62%	4.12%
Overseas/Asia	145.666	154.862	-5.9%	0.22%	0.25%
Škoda Brand Total	926,567	866,82	6.9%	1.17%	1.13%

New Design Language

In 2024, the Elroq became the first Škoda production model to adopt the characteristics of the new Modern Solid design language, the brand’s new eye-catching bonnet. Another stand-out innovation is the Tech-Deck Face, which conceals the car’s sensors and visually copies the edge of the contoured bonnet so typical of Škoda cars.Škoda Auto introduced the Modern Solid design language in 2022 in response to the demands and lifestyle changes of its customers. It also redefined its mission, position, and customer target groups. This was the biggest change since Škoda Auto became part of the group.

The Modern Solid design reinterprets the traditional elements of the Škoda brand and boldly reflects innovative paths. The minimalist and functional exterior design creates a sense of safety and durability. Purely electric models are also highly aerodynamic, to optimise their efficiency. The interior is dominated by a spacious modern design, characterised by outstanding functionality and intuitive operation.

The October launch of the purely electric Elroq model rode the waves of a playful metaphor of curiosity.

New Products Premièred

The Company’s communication approach reached a milestone with the launch of the Škoda Elroq, with the brand’s identity illuminated through an imaginative campaign. Employing playful curiosity and metaphors of animals and natural phenomena helped the Company tell compelling stories about the vehicle’s attributes.

New Products Premièred

Elroq

The pink flamingo was a significant element of the camouflaged Škoda Elroq, as part of the camouflage that first appeared to the public during the Tour de France, as was the small hook over the letter Š.

New Products Premièred

Kylaq

In November, Škoda Auto introduced the Indian public to the all-new Škoda Kylaq, the first model in India to adopt elements of Škoda’s new Modern Solid design language.

New Products Premièred

Kodiaq, Superb a Octavia

Cars with internal combustion engines remained the centre of attention.

Brand experience

In 2024, the traditional Škoda Brand Experience event has set out to offer a positive brand experience and providing comprehensive training for the sales and service network, with an emphasis on the brand-new Kodiaq and Superb.

Those taking part had the opportunity to look into the near future at Škoda Auto in an engaging and memorable way, a way that encompasses issues of sustainability, innovation, and design.

In 2024, for the first time, the Global Dealer Conference and Central Product Training came together as a single event which connected nearly 10,000 people from 75 markets. Although the Company did arrange accommodation for such a large number of guests, it also remained true to its commitment to the principles of sustainability. Moreover, the installations at the event were made of recycled and recyclable materials, and all the leftover food made its way to an organisation which focuses on preventing food waste.

Škoda EV Lounge Community

The Škoda EV Lounge community, founded at the end of 2023, already has more than 6,000 members from all EU countries.

The group promotes and fortifies communication and the engagement of Škoda customers on social networks, and its members receive regular information about new features and digital services, take part in questionnaires and quizzes, and share experiences of their electric vehicles. It also works as the Škoda e-mobility Hub, concentrating first on the Enyaq and to be expanded to include the new Elroq from 2025 with a view to supporting the customer-based approach of the Škoda brand.

In September 2024, the first-ever Škoda EV Lounge community meet-up was held in Mladá Boleslav, giving selected members and ambassadors the opportunity to make contact, share experiences, and talk to Škoda experts. The event included workshops, discussions, and networking activities aimed at improving the experience of owning an electric car. Chair of the Board of Management Klaus Zellmer was also on hand to talk to participants. Anyone interested could also take a test drive on the test track, perhaps in a new Škoda Elroq as part of its advance premiere.

The Award-winning Škoda Flow Design System

Škoda published Flow, a unified design system for creating Škoda digital products, back in 2021.

Sustainability Across the Retail Network

Škoda cars are sold in around 100 countries, with the support of a strong retail network of 2,450 dealers. As part of the GreenRetail Strategy, itself part of the Group’s goTOzero Retail project, the Company takes a comprehensive approach to environmental and climate protection across its entire sales and service network.

The progress being made in achieving a more sustainable sales network is seen in the Škoda Skandi Motors dealership in Riga, Latvia, which the Company opened in May 2024.The showroom underwent radical modernisation, bringing an effective solution based on a range of energy-saving measures from improved thermal insulation of the building and photovoltaic panels to LED lighting that responds to human presence. At the same time, this first sustainable Škoda sales point supports local biodiversity by planting new greenery, and indeed social life by providing a bicycle workshop for the public and a café.

Smart mobility

Convenient parking with a mobile phone

The Pay to Park app makes it possible to deal with parking needs in a number of European countries directly from the car’s infotainment system.

Smart mobility

Pay to refuel from the comfort of your car

Škoda Auto launched a new digital service in September that saves customers time.

Smart mobility

Car rental from a mobile phone

The new Škoda GO app allows users to rent the latest generation of Škoda cars directly from a dealer.

Smart mobility

Shared electromobility

The Peoplecar mobile app provides access to an exclusive community of shared Škoda electric cars.

For the 31st time, Škoda Auto was the main sponsor of the IIHF Ice Hockey World Championship, held in the Czech Republic in May.

A partner to the IIHF Ice Hockey World Championship

The Company was also the official car provider, lending a fleet of 45 vehicles for the needs of the organising team. The fleet included the new generation Kodiaq SUV, the new Superb Combi, and the fully electric Enyaq Coupé RS.

The Škoda brand has had strong links to cycling since its very inception, supporting cyclists since 1895, when the Company was founded.

A proud partner to the Tour de France

Taking this tradition with it around the world, Škoda Auto extended its sponsorship agreement with A.S.O., an agreement which covers many of the biggest road cycling races in Europe, the most famous being the Tour de France and the Tour de France Femmes avec Zwift, until 2028.

Octavia and Fabia win Best Cars 2024

The Škoda Fabia and Octavia again won the title of Best Imported Car in their classes in the renowned Best Cars readers’ poll, organised by the German car magazine Auto Motor und Sport. The Octavia extended its impressive winning streak by winning the title of Best Foreign Compact Car for the eleventh time in a row. The Fabia, meanwhile, won the Imported Small Cars category for a third time, following its successes in 2008 and 2023. In total, 92,798 readers voted in the 48th year of the competition, with a record 455 models competing in 13 categories.

The emphasis on safety

All new Škoda cars sold in Europe have earned the maximum five-star rating in Euro NCAP tests since 2008.

Another award for the Octavia

The Škoda Octavia Combi RS won the prestigious Golden Steering Wheel 2024 award in the mid-range cars category.

Circular Parts Business

The Circular Parts Business project brings a number of benefits to the brand’s customers, and to sustainability.

Predictive maintenance: A shift in the quality of services and vehicle reliability

Artificial intelligence became one of the key technologies for innovation in the automotive industry in 2024.

ŠAILA: Revolutionary skills training for dealers

As part of its commitment to innovation and to increasing the expertise of the sales network, the Company introduced the new Škoda Artificial Intelligence Learning Assistant (ŠAILA) as one of the pillars of the Company’s AI Academy. ŠAILA is a unique and advanced education platform that aims to increase the skills and knowledge of brand dealers through cutting-edge artificial intelligence technology.

It uses a digital assistant to provide a personalised on-screen learning experience. The first users will start using the pilot platform on selected markets beginning in the first quarter of 2025.

Artificial intelligence in customer care

In 2024, Škoda Auto introduced a new conversational AI solution to automate customer-support processes. The Conversational Artificial Intelligence (CAI) solution consists of three main components: Live Translation (LT), Virtual Assistant (VA), and Agent Assist Tool (AAT). This innovation in the field of customer care aims to increase efficiency, prolong customer support operating times, and provide an element of customer self-service.

Scoring warranty claims

With the increasing number of cars and equipment sold and the introduction of new digital services comes the rising complexity of warranty claims from the Škoda Auto service network and that of other Group brands.

AI search engine for Owner’s Manuals

In 2024, the Company successfully tested a new AI search engine that will enable Škoda users to search for information in Owner’s manuals using natural language.