Škoda Auto drums up attention for new generation Superb

A fanfare and show usually accompanies the launch of a new car model, but Czech manufacturer Škoda Auto decided to go one better for the launch of its third generation makeover of its top of the range Superb.

Photo: CTK

Orchestras are often asked to provide the music for film scores and for special events. But a specially composed symphony for the world premiere of a new car model is not part of the usual repertoire for even the Czech Philharmonic Orchestra.

But the Czech Republic’s biggest car producer, Škoda Auto, pulled out all the stops on Tuesday night for the Prague world premiere of its new look top of the range Superb. The six and a half minute long specially commissioned symphony was just part of the long preparations for the triumphant gala evening attended by 900 guests.

In fact, Škoda Auto designers have been working for the last two years on what is now the third generation of a model which first came onto the market in 2001. The second generation followed in 2008.

And the result is a slightly longer car fitted with the latest technology, such as camera assisted parking and sensors, and fuel consumption around 30 percent lower than the outgoing Superb.

Photo: CTK

Although the price tag is not being revealed until the Geneva Motor Show at the start of March, Škoda Auto bosses say it will be in the same range as the current model which is priced at around 550,000 crowns in the showrooms.

And the same bosses expect the new Superb to give a boost to top of the range sales which have been flagging in recent years as the second generation model has started to look a bit jaded compared to new models rolled out by its rivals. Superb sales fell 3.0 percent in 2014 compared with 2013 with around 90,000 cars sold. Altogether, sales of the first and second generation Superb totaled around 714,000 over the last 14 years.

The new model will go into series production in March at the manufacturer’s Kvasiny plant in north east Bohemia and deliveries to the first customers should start in June. Production will follow at the assembly plant in China and possibly in India.

Photo: CTK

And the new Superb should play its role in pushing up Škoda Auto’s sales figures beyond the 1 million a year record figure reached last year. The Czech manufacturer is making a cautious estimate that sales will top 1.1 million this year and still has its eyes on the ambitious target of reaching the 1.5 million target by 2018.

After the dust has settled on the Superb rollout, Škoda Auto is preparing for the launch of a new top of the range sports utility vehicle next year with the car expected to cost even more than this year’s new look Superb.