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.
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”.
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Everything in this magazine...
...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
VW said it was going to make
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.
Jumping the shark
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.