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The iconic circular Škoda logo with the winged arrow was first registered as a trademark at the patent office in Pilsen on 15 December 1923. Since its initial appearance on vehicles from Mladá Boleslav in 1925, the logo has only undergone a few modifications, with its original visual concept remaining practically unchanged. In August 2022, Škoda Auto introduced a comprehensive update to its corporate identity and also redesigned its picturemark. Aimed at improving visibility on digital platforms, this revamp ensures a more impactful look, especially on mobile devices. Learn more about the evolution of the Škoda logo on the Škoda Storyboard.

The Škoda logo has adorned the Czech automaker’s vehicles worldwide since the 1920s. Today marks the 100th anniversary of its first registration on 15 December 1923 at the Pilsen patent office.

“As is often the case with historical events, it is not easy to find entirely accurate information today. Although there are several versions of the story behind the winged-arrow logo, historical sources contain solid reference points, allowing us to fairly accurately reconstruct the logo’s genesis and its subsequent modifications. The enduring logo design testifies to the remarkable talent and commitment of the graphic designers of that era.”

Andrea Frydlová, Head of the Škoda Museum

Inspired by history, now a global hallmark of quality ‘made in Mladá Boleslav’
The winged arrow is believed to have stemmed from a competition announced by the Škoda brand’s Technical Director, Dr Ing Vladislav Sýkora, while the idea itself is attributed to Tomáš Maglič, the then commercial director of the company. Maglič was reportedly inspired by a relief on the wall of his office depicting a Native American man with a distinctive headdress. However, the final form of the logo is the work of a professional. Historical sources suggest that renowned Czech sculptors Otakar Španiel or Otto Gutfreund may have contributed to its design, though their involvement remains unverified. Ultimately, two versions of the winged arrow were created – one with five feathers and the other with three. Both were registered as trademarks of the Škoda company on 15 December 1923 at the patent office in Pilsen. However, the graphically cleaner and visually simpler design with three feathers above the flying arrow soon became the preferred choice. Initially, the logo appeared on locomotives manufactured in Pilsen; it wasn’t until the 1925 merger with the carmaker Laurin & Klement that this emblem was also featured on vehicles from Mladá Boleslav.

The meaning behind the logo
The Škoda logo embodies the brand’s commitment to high technical and aesthetic standards, and precise manufacturing, as well as symbolising the dynamism of forward motion. Each element of the logo reinforces this message: The large circle represents the global reach and impeccable nature of Škoda’s production, while the wing denotes technological advancement, the range of production, and global distribution. The forward-pointing arrow signifies progressive manufacturing processes and efficiency, while the smaller circle, reminiscent of an eye, symbolises the precision of Škoda’s engineering, expertise, and foresight. The winged arrow has historically been used on cars, genuine parts and Škoda’s information and communication materials. Remarkably, it has only undergone five noticeable modifications and colour variations in 100 years.

Subtle changes over the century
In its original form, the logo had a metallic base, hence the use of silver and blue. In the 1950s and 1960s, the logo also appeared in red, and was frequently paired with the Škoda wordmark. Between 1993 and 1994, the blue colour was replaced by green. At the same time, the surrounding circle was expanded to accommodate the Škoda Auto lettering. However, this iteration was short-lived: in 1994, the logo evolved to a more sculpted look, with the outer green circle becoming black, while the green winged arrow emphasised the brand’s commitment to the environment. The logo on the vehicles incorporated the Škoda wordmark and a laurel wreath at the bottom of the surrounding circle. In 2011, the design was replaced with a modern, lighter variant featuring green, silver, and black elements. In 2022, Škoda introduced a significant update to its corporate identity, the most radical change in 30 years. The refreshed logo enhances the brand’s appearance on digital channels, especially on mobile devices and offers greater flexibility across various formats.

Article source: www.skoda-storyboard.com

Four weeks after its world premiere near Prague, Škoda Auto has started producing the fourth modern generation of the Superb at the Volkswagen brand plant in Bratislava. This strategic relocation of its ICE flagship model from Kvasiny opens up production capacity at the Kvasiny site, which will be used to build additional units of the Octavia. The Superb has been the ICE flagship of Škoda’s model range since the first modern generation was introduced in 2001.

“Launching a new model generation is always a very special moment for the entire team. This is especially true for the new Superb as part of the Beta+ project, which involved the joint development of the Škoda Superb and Volkswagen Passat under Škoda’s leadership. Along with successfully relocating the Superb’s production to Bratislava, this initiative showcases the high degree of skill and expertise at Škoda. With the next generation of our successful ICE flagship model, we are also leveraging significant synergies for the Volkswagen Group. My sincere thanks to all the colleagues who have contributed to this project with great commitment.”

Andreas Dick, Škoda Auto Board Member for Production and Logistics

Synergies within the Brand Group Core: Production of the fourth-generation Superb in Bratislava
The decision to produce the fourth-generation Superb at the Volkswagen brand plant in Bratislava was announced in November 2020. The move is part of the Beta+ project, aimed at leveraging synergies in the production network and further boosting efficiency. Škoda Auto was responsible for the entire development of the Škoda Superb and Volkswagen Passat, which will both be produced on the same line.

By transferring the production of the Superb to Bratislava, Škoda is creating capacity for additional units of the Octavia at the Kvasiny plant from the summer of 2024 onwards. Additionally, the move will allow more battery-electric vehicles to be built at the Mladá Boleslav plant.

The production of the Škoda Superb in Slovakia begins with the body parts, many of which are pressed in Bratislava and then transported to the new body shop. The hall had been vacant and underwent a complete transformation under the Beta+ project. Moreover, in less than two years, Škoda Auto installed over 500 state-of-the-art robots, control systems and bonding equipment as well as onboarding suppliers. In addition, the assembly hall was comprehensively upgraded: The assembly line, where the new models have been seamlessly integrated into the existing production lines for Volkswagen and Škoda vehicles, had not been previously used for plug-in hybrid models. The assembly hall rebuild included installing automation equipment and handling technologies, industrial camera systems, and further updates across the assembly line. Additionally, the chassis production area was extended to incorporate battery packs for electric vehicles.

The paint shop at the Bratislava plant has also undergone significant changes, bringing tangible environmental benefits: For example, the introduction of new paint booths equipped with advanced air circulation systems and the ability to capture volatile organic compounds marks a further step towards more eco-friendly manufacturing.

Superb’s new design language and diverse powertrains
The production of the fourth-generation Škoda Superb launches with the Combi estate variant, followed by the hatchback set for the first half of 2024. The range of modern and efficient powertrains includes three petrol engines with outputs spanning 110 kW (150 hp) to 195 kW (265 hp) and two diesel engines delivering 110 kW (150 hp) and 142 kW (193 hp). In addition, the line-up includes a new plug-in-hybrid, exclusive to the Combi estate, with a purely electric range of over 100 km, as well as a mild hybrid version – a first for the Superb series.

Superb: Škoda’s standard bearer of design and engineering since 1934
The legacy of the Škoda Superb dates back to 1934, starting with the introduction of the Škoda 640 Superb. The Czech carmaker’s top models bore the illustrious name from then until 1949. In 2001, Škoda revived this historic designation for its first modern generation of the Superb. To date, over 1.6 million units of Škoda’s ICE flagship have been produced.

Article source: www.skoda-storyboard.com

As an innovator in the digital arena, Škoda Auto is introducing its brand to younger audiences. The company has developed a unique gaming experience within the well-known online video game Fortnite. Through this initiative, featuring the new Fortnite Creative map ‘Out of Bounds Odyssey’, Škoda aims to engage potential future customers, who are increasingly spending time in the gaming world. The map is now available for players to explore.

Škoda Auto’s ‘Out of Bounds Odyssey’: A quest for discovery
Created by the renowned video game and software developer Epic Games, Fortnite is an online video game popular all around the world. Its ‘Fortnite Creative’ mode allows gamers to design their own maps and experiences, offering a diverse range of creative possibilities. Škoda Auto has entered this realm with the launch of its ‘Out of Bounds Odyssey’, inviting Fortnite players and enthusiasts to explore the Czech carmaker’s newly created custom map.

The all-electric Škoda Enyaq Coupé RS is at the heart of the ‘Out of Bounds Odyssey’ adventure. Players who find this vehicle can take part in three unique mini-challenges. Completing these gives players an in-game advantage, especially in exploring and discovering hard-to-reach areas of the map. Echoing Škoda’s ‘Explore more’ message, gamers who uncover these hidden locations are encouraged to take an in-game selfie, post it on Instagram and tag Škoda Auto’s official account @skodagram to be in for a chance of winning exclusive in-game rewards.

Navigating to Škoda’s ‘Out of Bounds Odyssey’

Players can easily find Škoda’s ‘Out of Bounds Odyssey’ map in Fortnite by searching for it under the Fortnite Discovery tab. Additional information about this unique gaming experience is available here. While part of Fortnite, the ‘Out of Bounds Odyssey’ is an independent creation by Škoda Auto and is not sponsored or endorsed by Epic Games, Inc.

Explore more: Brand identity and concept of the game
Škoda’s presence in Fortnite is a strategic move to inspire potential future customers, particularly among Gen Z who were born between the late 1990s and early 2010s. This demographic, which makes up about one-third of the world’s population, dedicates roughly a quarter of their free time to video games. Crucially, more than one third of this generation will be looking to purchase a car in the next 12 months. By delving into the world of video gaming, Škoda Auto is positioning itself to connect with these promising new target groups.

Škoda’s expansion into Fortnite for immersive exploration
Entering the world of Fortnite represents a continuation of Škoda’s digital gamification journey, which began with the Škodaverse initiative a year ago. Online games such as Fortnite and other formats introduce fresh approaches to storytelling and immersive brand experiences, combining entertainment and community in an engaging way.

Involvement in other popular gaming series in the Czech Republic
Reflecting this strategy, Škoda is also engaged in another video game popular among e-sports fans in the Czech Republic. The Škoda eRally Cup, hosted within the game DIRT Rally 2.0, successfully entered its third season in 2023.

Article source: www.skoda-storyboard.com

In this year’s ‘Auto Trophy’, readers and online users of the German trade magazine Auto Zeitung awarded Škoda four accolades. Now for the tenth consecutive year, Škoda has clinched the title of ‘Best Import Brand’. The Škoda Enyaq was recognised as the ‘Best Electric SUV under €50,000’ in the import ranking, while the Škoda Superb led the ‘Midsize Import’ class. The Škoda Kamiq was named the ‘Best SUV under €30,000’, also topping its respective import category.

The Czech car manufacturer retains its stronghold as the ‘Best Import Brand’ among Auto Zeitung’s print readers and online audience. With 12.1% of the vote, Škoda celebrates this accolade for the tenth consecutive year since 2014. Škoda has been the leading import brand in its largest market, Germany, for 14 years.

In the ‘Best Electric SUVs under €50,000’ category, the all-electric Škoda Enyaq was the top choice for more than one in five participants, garnering a 22.1% share of the vote. This preference is also reflected in its market performance, with the Enyaq leading new electric vehicle registrations in Germany for the first time in October 2023. As Škoda launches production of the new 2024 Enyaq models, the brand is further improving its best-selling BEV with increased performance, reduced charging times, and a longer range.

With 16.8% of the votes, the Škoda Kamiq emerged victorious in the ‘Best SUVs under €30,000 – Import’ category. Škoda has recently given this crossover model a comprehensive makeover, enhancing its design to more boldly embody the SUV aesthetic. Innovations such as optional TOP LED matrix headlights and a greater emphasis on recycled and natural materials in the interior further distinguish the current Kamiq.

In the ‘Midsize Import’ category, the Škoda Superb stood out: receiving 34.5% of the votes, the spacious all-rounder proved to be by far the most popular in the ranking. The recently unveiled successor will build on well-known strengths and take them to the next level. The fourth modern model generation is featuring a more refined design, increased space and comfort, and advanced technology. The latest Škoda Superb offers customers the option of a Combi estate variant, including a plug-in hybrid version with a purely electric range of over 100 kilometres, or a hatchback.

More than 9,300 print and online readers of the German trade magazine Auto Zeitung cast their votes in the 36^th iteration of the ‘Auto Trophy’ readers’ choice awards. They selected their favourite models across 14 categories in both general and import rankings. The poll also included four brand-specific classes with a focus on preferred manufacturers.

Article source: www.skoda-storyboard.com