Has Skoda Lost Its Direction — Or Just the Plot?
Skoda is making headlines with its decision to charge buyers an additional fee to activate certain features already built into their cars, such as the satnav system. This move has left many questioning whether Skoda has lost its way. The Volkswagen-owned brand is also exploring the introduction of more paid-for ‘on-demand’ features, including adaptive cruise control and automatic headlight dipping from the infotainment screen. These controversial decisions were revealed in Berlin during the unveiling of Skoda’s second-generation Kodiaq SUV, which is set to hit UK showrooms early next year.
The Kodiaq range will now include a plug-in hybrid (PHEV) version, which boasts an electric-only range of over 62 miles. Martin Jahn, Skoda’s head of sales and marketing, explained that they are “trying to explore functions on demand and give customers the chance to order the features online.” However, Skoda should be wary of the potential backlash that this pricing policy might attract, as seen when BMW faced angry criticism for their plans to charge a monthly fee for access to heated seats that were already fitted to their cars.
Although the official prices for the new Kodiaq have not been announced yet, it is expected that they will be higher than the current first-generation line-up, which starts at £35,000. The second-generation Kodiaq is larger and more spacious than its predecessor, offering up to seven seats over three rows. It features a 26.7 kWh battery and a 150 hp 1.5 TSI petrol engine, delivering a total of 204 hp to the front wheels via a 6-speed automatic direct-shift gearbox. The range includes two petrol and two diesel engines, all linked to a 7-speed automatic gearbox. The most powerful engine versions are equipped with all-wheel drive.
In terms of design and features, the new Kodiaq has undergone several enhancements. It now has larger alloy wheels, a redesigned cockpit area with three physical ‘smart dials,’ a 10-inch instrument cluster, and a 13-inch infotainment screen. Optional features include head-up display and massage seats. Skoda has also emphasized the eco-credentials of the new Kodiaq, using textiles made from recycled polyester or natural wool and eliminating chrome elements from the design.
Overall, the second-generation Skoda Kodiaq offers more space, more features, and more efficiency, according to Klaus Zellmer, CEO of Skoda Auto. Since its launch in 2016, the Kodiaq has played a significant role in Skoda’s growth, and the new version is expected to continue this success. There is also a planned vRS version of the Kodiaq with a 270 hp 2.0 litre turbocharged petrol engine set to be released in the future.
While Skoda is confident in the direction it is taking with the new Kodiaq, only time will tell if the charging policy for activating certain features is well-received by customers. Skoda needs to be cautious of potential backlash and negative customer sentiment, as seen with BMW’s heated seats controversy.
Source: This Is Money
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