Skoda Auto is embracing a bold vision for India, one that combines its European heritage with India’s dynamic automotive landscape. At the recent launch of the Kylaq, a compact SUV tailored to Indian tastes, Petr Janeba, Brand Director, Skoda Auto India, highlighted the company’s commitment to expanding its footprint in the Indian market.
Inspired by what Klaus Zellmer, Chairman and CEO of Skoda Auto a.s., described as a strategy to go 'far beyond,' the company is gearing up to address the needs of both ICE vehicles and their electric counterparts in India. The journey began with a blend of European design and Indian sensibilities—a combination that speaks to the rapidly evolving preferences of Indian consumers.
For Janeba, this blending of design is essential as Indian customers now demand the best. 'Indian customers look outside for inspiration; their tastes are changing rapidly with new brands and iconic cars entering the market,' he explained.
Timeless Design
Yet, Skoda’s approach remains rooted in what he calls “timeless design,” a concept that allows a the car to look fresh and relevant even years down the line. “Our customers know that their car won’t look outdated within two years,” he added. “We strive to create vehicles that are young and fresh but also reliable and robust. You should love your car in three years’ time, no matter what competitors are introducing.”
Navigating Design Challenges
When asked about the challenges of merging Skoda’s European DNA with local preferences, Janeba offered a unique perspective. 'You need to maintain your DNA, and we are a European brand with distinct technology and design philosophies,' he said. But instead of viewing this as a limitation, Janeba sees it as a guide that ensures the design language remains authentic. The “Modern Solid” design language—a hallmark of Skoda’s latest models—translates smoothly into India, offering a sense of space, ergonomic comfort, and functionality that Indian customers will appreciate. 'It’s about standing out from the crowd with the exterior but also creating an interior experience that people embrace,' he added. For Skoda, this adaptation is seamless, allowing the company to bring the best of European aesthetics without compromising on its core identity.
Kylaq’s Role In Expanding Skoda’s Reach
With the launch of Kylaq, Skoda is poised to broaden its reach significantly in India. Currently, the company’s lineup—featuring the Slavia, Kushaq, and Kodiaq—addresses only 27% of potential new car buyers. The Kylaq, however, will nearly triple this reach, covering over 60% of the market and tapping into the largest and fastest-growing segment in India. 'Yes, we’re entering a crowded segment,' Janeba admits, 'but being a late entrant allows us to understand what customers truly want and avoid the mistakes competitors may have made. Sometimes, it’s better to wait and deliver exactly what the market needs.'
Maximising Uptime
In addition to aggressive pricing, Skoda’s approach to reducing the overall cost of ownership for Indian consumers is a defining aspect of its strategy. A significant driver of this reduction is its emphasis on increased localisation, but as Janeba put it, the company is also focused on maximising vehicle uptime—a critical factor for customers looking to get the most from their investment.
Janeba explains, “We’re the only brand in this segment that combines high-performance engines with efficiency and reliability, without compromise.” This dedication to quality extends to the choice of full synthetic oil for its engines, a choice that sets the brand apart. Unlike other manufacturers that opt for conventional or semi-synthetic oils, the company’s exclusive use of full synthetic oil supports a one-year service interval with 15,000 kms, offering a level of convenience unmatched in the segment. “Most of our customers drive up to 15,000 kms a year, so they only need to visit for an oil change once annually,” Janeba adds, underscoring the brand’s focus on hassle-free ownership.
With service intervals extended to 15,000 kilometers or one year, the carmaker is not only enhancing the convenience factor but also reinforcing the long-term value proposition for its customers. This focus on durability and reduced maintenance frequency positions it as a brand that prioritises uptime, allowing drivers to spend more time on the road and less time in service centres.
Stepping Into EV Space
Skoda has ambitious plans for India’s electric vehicle (EV) segment, beginning with the launch of its Enyaq and Elroq models as CBUs in 2025. These introductions mark the company’s cautious entry into the Indian EV market, with plans for a locally manufactured EV expected around 2027.
The company is keenly watching the evolution of CAFE-3 norms and government policies on EVs and hybrids, which will guide its strategy. A locally produced EV, likely a Kushaq-sized vehicle, will be manufactured at Skoda’s Aurangabad facility, symbolising the company’s long-term commitment to India’s transition to electric mobility.
Upcoming Launches
In addition to its EV strategy, the automaker is preparing a robust lineup of new releases. A facelifted Kushaq is set to debut next year, followed by an all-new Kodiaq in March 2025, with a launch planned for May 2025. Skoda also aims to unveil a new Superb model in the same year. Looking ahead to 2027, the OEM’s anticipated three-row SUV, expected to be called the next-gen Kushaq, will be based on the MQB A0-IN platform, the same platform underpinning the Kylaq.
To support these expansions, the company is localising its current six-speed automatic transmission and plans to introduce a new automatic transmission next year. It is also focused on expanding its reach, with Managing Director and CEO of Skoda Auto Volkswagen India, Piyush Arora, announcing plans to increase touchpoints from 260 to 350 by July 2025, with a focus on Tier-2 and Tier-3 cities.
Embracing India With Global Blueprint
With its blend of European sophistication and Indian adaptability, Skoda is positioning itself to capture the hearts of Indian consumers. As Janeba aptly put it, “We’re exploring new possibilities, reaching out to new audiences, and expanding our product offering.” Through a strategic blend of design, innovation, and thoughtful market entry, Skoda is not just introducing new cars; it’s weaving itself into the fabric of India’s automotive landscape, ready to meet the aspirations of a new generation of car buyers.
The Kylaq’s entry into the market signals its commitment to not only capture the present but to actively shape the future of mobility in India. With a lineup that balances internal combustion and electric options, timeless design with modern appeal, and localised production with global standards, Skoda is setting the stage for a new era in Indian automotive innovation.
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