The new Skoda Scala won’t be revealed until early next month, but the Czech firm has already teased several of its design features - including the fact that it will be the firm’s first model to have 'Skoda' written out on the bootlid instead of its logo.
That approach, first shown on the Skoda Vision X small SUV concept earlier this year, isn’t just a one-off: it’s going to be used on every new Skoda model going forward. And it isn’t just Skoda that’s swapping logos for letters at the back of its cars; the new Aston Martin DBS Superleggera, for example, has letters instead of the British firm’s winged logo. Other firms are following suit too.
It’s a relatively minor change in style, but one that attracts plenty of attention. So where did the trend come from? The answer, as with so many other current car design trends such as the increasing use of chrome and bold grilles, is China.
Asked by Autocar, Skoda design chief Oliver Stefani explained: “Everyone here [in Europe] knows which brand is which from their logo, but China doesn’t have that heritage, because they didn’t grow up with Skoda, or Alfa Romeo, or other European brands. So by writing Skoda out, it’s really clear which brand of car they’re looking at.”