We knew that people would fall in love with ŠKODAs if they spent enough time in them.
But the average test drive lasts about 15-minutes. You're then asked if you want to buy
the car, which probably costs £15k or more. That's £1,000 a minute...
We thought that was bonkers. So we encouraged ŠKODA to let people use their cars
like they would once they owned them.
This idea also removes showrooms from the equation, which for a good
group of people, are actually a sales barrier.
This helped to launch the brands new strategy Driven By Something Different.