Czech firm says more 'emotional' styling – to be seen on new Scala – is key to showcasing values ahead of EV launches
James Attwood, digital editor
22 November 2018

Skoda will push forward with a new, bolder design language starting with the forthcoming Skoda Scala – with design chief Oliver Stefani saying it was important to reinforce the brand’s values ahead of the introduction of electric cars into its range.

Stefani joined the Czech firm from Volkswagen in 2017, tasked with developing a more ‘emotional’ design language, which will be rolled out on future models. Skoda is set to launch its first EV next year, which will be followed in 2020 by the marque's first EV based on the Volkswagen Group’s MEB electric platform

“Skoda values have always been functionality, usability and practicality,” said Stefani. “We’d like to add more emotion.”

Skoda is in the midst of a major range expansion, with the new Scala launching later this month to replace the Rapid. The firm's first electric car, the e-Citigo, will follow in 2019 – ahead of the launch of several electric models based on the MEB platform.

New Skoda Scala prototype driven

Asked if it was important to have the design language in place before the arrival of Skoda’s EV range, Stefani said: “Of course. You have to think about how the shape of cars will change. All of our cars have to have Skoda’s design DNA, which is really important to show what the brand stands for.

“My first job at Skoda was to think about strategy and how to change the design, but without losing what Skoda has built up in previous years. There’s no reason to do something completely different [in terms of design].”

Stefani has looked at developing Skoda design by looking at past models, as well as by developing a future design direction, which the firm has done using a sculpture showcasing sharp lines. Stefani described the development of Skoda’s design language as a “long-term plan”, with an overall focus on “smart understatement”. To achieve that, Skoda has set three key design ‘co-ordinates’: elegance, comfort and dynamic.

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Stefani defined elegance as being “not luxury or premium, just elegant”, and added that comfort involved building on Skoda’s reputation for decent interior space and ‘Simply Clever’ design features. He added that the firm will develop the use of ‘crystalline’ elements inspired by Czech glass, as seen on past models, but with the addition of “surprising elements” including added lines, which he likened to "twisting crystals”.

Elements of the latest Skoda design have been seen on recent concept cars such as the Vision RS – which previews the look of the Scala – and the Vision X, on which the firm’s forthcoming small SUV will be based. Key elements include a bolder front grille, and further emphasis on strong lines down the side of cars.

The Scala will be the first Skoda to have the brand’s name on the boot lid, instead of its logo – a feature that will be carried forward for future models. It will also feature a new-look interior, which has previously been previewed in sketches and in the interior of the Vision RS. It includes a wide dashboard built around a large freestanding central touchscreen, which features a ‘shelf’ in front of it for people to lay their hands while operating it.

A similar interior design concept will also be used on Skoda's electric MEB vehicles, as previewed by the Vision E concept shown at last year's Shanghai motor show.

While the key design elements and traits will be adopted across the range over time, Stefani said Skoda will make sure each of its models features a distinctive design to enhance their individual attributes, while ensuring they still feel part of a coherent range.

Read more

New Skoda Scala prototype driven

Skoda Scala: latest news and information on the new family hatch

2019 Skoda e-Citigo confirmed as brand's first electric model

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22 November 2018

Skoda faces the same challenge as Hyundai, how to inject some design flair without terrifying management that they will put off their ageing and conservative customer base. Expect a 'toe in the water' advanced design on a lower selling model - praise for the most recent concept car will have encouraged management but I'm betting they won't risk it on a big volume model.

22 November 2018

Why can't they just make extremely good practical cars? They'll end up just looking like every one else, and risk losing what ACTUALLY makes them different. 

The VW group already has an emotional company.-Seat. 

22 November 2018
It is funny how everyone says they want to make their cars more 'emotional', whatever that absurd notion is trying to suggest.

There was no doubting the utilitarian purity of Skoda and what it represented 20 years ago. Now, no matter grills and creases they add to the design, it is incredibly obviously a VW wearing a different pair of socks.

Killing the Yeti was the final straw.

22 November 2018

Skoda tried distinctive with the Yeti - it was a sales success so VAG management squashed it and replaced it with the dull-as-ditchwater Kodiaq. 

VAG don't want Skoda to be too good or too distinctive, because then people might not buy the overpriced porridge that is the Polo, Golf or Passat. 

22 November 2018

Am getting a bit worried about Skoda.  It's management team seem to be taking itself a bit seriously these days and is overdoing the pretentious brand and marketing BS.  I think people like and buy Skodas because they remain spacious, well built, smart and unpretentious - 'management' seems to think this is no longer enough.  As stated elsewhere, within the VW portfolio, if people want 'emotion' they can go to SEAT; Skoda's just fine as it is, thanks.

22 November 2018

VW said it was going to make its car design more emotional too ... and then gave us the T-Roc. We've seen some camouflaged pics of the Scala, and it looks much more conventional than the design sketches (surprise surprise) but we'll have to wait and see. Chunky, smart designs such as the Fabia, Kodiaq and Karoq may not be very exciting, but I think in some ways they suit the company's no nonsense, good value approach. At the end of the day, though, despite the talk, they'll only be able to do what VW management allow them to.

22 November 2018

...seems to revolve around what VAG are doing, frankly I don't care, the thing is if the parents are "cold fish" to begin with (and VW are not an emotional brand, not in that way anyways) what do you expect from their offspring?...I'll take the Megane thanks 

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