Skoda will reveal a new design language called Modern Solid as part of a new positioning that executives say will be the brand's biggest strategy shift since the Czech automaker became part of Volkswagen Group more than 20 years ago.
Skoda sales and marketing chief Martin Jahn said the brand is redefining its positioning and customer groups -- and the change means that a "comprehensive design overhaul" is needed.
"It will be the most dramatic change for Skoda since it became part of Volkswagen Group and will prepare the brand for the digital and electric era," Jahn said during Skoda's annual media conference on March 22.
Skoda has been a profit powerhouse for VW in recent years by offering cheaper, larger and more practical cars than equivalents from the VW brand but its success has brought it powerful enemies in the VW Group empire.