Skoda strikes back after a five-year hiatus from Singapore

The last company that represented Czech brand Skoda in Singapore was Harvest Automobiles, which went bust in 2013. Part of businessman Peter Kwee's now dormant motor group of companies, it was the third Skoda importer to have failed in Singapore.

After a five-year hiatus, Skoda is finally back but this time by parent group Volkswagen, which will do its own importing and retailing here under the company Skoda Centre Singapore.

Sharing half of Volkswagen Centre Singapore's premises, Skoda Centre Singapore operates out of 247 Alexandra Road and currently boasts four models under its product portfolio; the Rapid Spaceback, the Octavia, the Superb and the Kodiaq.

Occupying a space of 940m², the fresh, striking and modern design of the showroom reflects the qualities of the Skoda brand while the clean and spacious layout emphasises the brand's promise - Simply Clever with a human touch. 

According to Mr. Ricky Tay, Managing Director of Volkswagen Group Singapore who will also oversee Skoda's operations here, the decision to bring Skoda back is part of the Volkswagen Group's mission to have a wide range of mobility options to meet the diverse needs and budget of today's car buyers.

He says that having done successfully so with the Volkswagen brand in the past decade, the addition of Skoda to its portfolio means it will have an even stronger product lineup to cater to the different customer segments in Singapore.

"There is strong interest in Skoda based on current owners and fans here. We could not have chosen a better time to bring the brand back. Skoda has won awards and gained global recognition, and today has a deserved reputation for cars that offer excellent price-performance ratio, in terms of its design, quality and technologies."

"Unlike previous dealers, Volkswagen Group Singapore will directly import and run Skoda's retail operations here. This has been the cornerstone of success for us. By retailing directly, we are able to listen closely, react quicker to changes in market conditions and ensure that our product lineup is relevant to their needs," he adds.

There appears to, however, be an elephant in the room. Will Skoda's lower price points threaten the sales of Volkswagen? Mr. Ricky Tay isn't worried about this. He says that though the two brands are owned by the same company, they each have it own distinct identity.

"At the core of the Skoda brand is its 'Simply Clever' philosophy or simple but clever solutions developed intelligently with a focus on people. That is what we call 'clever engineering with a human touch' - something our customers across the globe have come to appreciate."

"The addition of Skoda will complement the Volkswagen brand by offering an even wider product lineup in Singapore. For instance, the Kodiaq, which is the Volkswagen Goup Singapore's first seven-seater large Sport Utility Vehicle (SUV), will complement the SUV offensive. As such, we do not expect much overlap, as both brands will appeal to their respective target audiences," he assures.

The company has already touched base with Skoda owners prior to the launch and looks forward to strengthening customer relationships through closer communication as it grows the brand. And although the management team will oversee both brands for better synergy, there will be a separate sales and aftersales team dedicated to Skoda customers.

Skoda models will also share the same warranty and ownership benefits as Volkswagen, namely the five-year warranty coverage and three-year free servicing. Mr. Ricky Tay says it is an assurance to Skoda customers that it will be here for them throughout their ownership journey, and unlike before, is now here to stay.