Skoda Auto gearing up to become household name in UAE

Skoda Auto, a relatively unknown brand in the UAE, has embarked on a planned and committed campaign to increase its brand awareness with a view to position the automotive brand among one of the top sellers in the region. 

The revelation came with the new appointment of Andrew Hellyar as Skoda Auto’s Regional Brand Manager for the UAE. 

Skoda, operated in the UAE by the Ali & Sons Motors Division, last week announced worldwide double digit sales growth of 11,5%, worldwide – equating to 762,600 vehicles sold in 2010.  The company declared its Octavia model as top seller for the year, while global sales of the Superb model – launched by Ali & Sons to the UAE consumers in November last year – increased by 121.9% against 2009.  The Ali & Sons Group secured sole dealership rights for Skoda mid last year.   

Hellyar, who boasts over 21 years’ experience marketing quality German brands, has been a part of Ali & Sons for the past seven years, of which the past five years saw him raise the Audi brand in Abu Dhabi among all audiences.  He has big plans for increasing awareness around Skoda. 

“I am delighted and privileged to be taking Skoda to the next frontier.  The brand has so much to offer in terms of safety, quality and value, and we have exciting plans to communicate the brand’s values to the local market. 

“We have huge ambitions to significantly increase Skoda sales volumes in the region.  We will be running numerous campaigns that will enable potential customers to experience Skoda firsthand and understand its core strengths and appeal,” Hellyar said. 

“Without revealing too much, I can say that a number of exciting mini motor shows have been planned for the coming year, as well as an initiative that will involve school pupils and that will offer a visit to our factory in Mlada Boleslav in the Czech Republic as a prize.  In between all the various activities of radio advertising and social media campaigns, clients will also receive unbeatable offers when purchasing new cars.” 

Mohammed Al Dhaheri, Operations Manager for Skoda in the UAE, said that this was “only the beginning for what we hope to achieve for Skoda in the UAE”. 

He said: “Skoda is one of the most reliable auto brands that offers a high focus on safety and it’s high time that consumers become aware of its advantages.” 

After becoming a part of Volkswagen Group over 20 years ago, Skoda had evolved to take head-on many of the desired attributes associated with other well-known brands in the Group.   

Al Dhaheri concluded: “Skoda is changing the way we view luxury cars, by making it accessible to more people, and by making it everyone’s right to move around in style.”