Skoda Australia to Discontinue Entry-Level Superb Model
Skoda Australia to Discontinue Entry-Level Superb Model
What does Skoda’s shift towards highly specified vehicles mean for the future of the brand in Australia?
Skoda Australia has made the decision to discontinue the entry-level version of its Superb liftback and wagon. Starting from the fourth quarter of this year, customers will only have the option of the flagship Superb 206TSI Sportline. This move comes as more than 50% of Superb buyers currently choose the top-spec variant. Let’s take a closer look at this significant change in Skoda’s strategy.
The decision to discontinue the entry-level Superb 162TSI Style reflects Skoda Australia’s shift in focus towards offering more highly specified vehicles. Skoda Australia managing director Michael Irmer explained that the company analyzed their most sold variant in 2015, which turned out to be the Octavia RS wagon with additional packs. Based on this insight, Skoda decided not to offer a bare-bones base model for the Superb, instead opting for a more premium offering. This decision proved successful, with the entry-level model seeing little interest compared to the higher-spec versions.
The popularity of the Superb 206TSI Sportline with fleets, such as the Western Australian Police, further supports Skoda’s decision to discontinue the entry-level variant. With competitors like the Volkswagen Passat, Chrysler 300, and Kia Stinger no longer available in Australia, there is potential for increased sales in this segment.
Skoda Australia aims to solidify its brand identity by focusing on highly specified vehicles, catering to customers who prioritize quality and features over price. This strategic shift is part of an ongoing evolution for the brand, rather than an abrupt change. Skoda’s commitment to offering top-spec models is evident in its decision to also limit the Fabia hatchback to a single highly specified variant.
While the discontinuation of the entry-level Superb model may disappoint some customers looking for a more affordable option, Skoda’s decision aligns with their goal of delivering premium offerings and catering to a specific segment of the market.
Looking ahead, Skoda is preparing to launch a next-generation version of the Superb later this year. Although it is too early to confirm the lineup for the new model, it is likely that Skoda Australia will continue its strategy of offering a single highly specified variant.
Australian customers will have to wait until the end of 2024 or early 2025 to get their hands on the next-generation Superb, as it will arrive around a year after its global debut.
In conclusion, Skoda Australia’s decision to discontinue the entry-level Superb model is a strategic move to prioritize highly specified vehicles that align with the brand’s identity. While this may limit options for customers seeking a more budget-friendly option, it allows Skoda to focus on delivering premium offerings and catering to a specific segment of the market.
What does Skoda’s shift towards highly specified vehicles mean for the future of the brand in Australia?
- Skoda Australia will no longer offer the entry-level version of the Superb model
- The Superb 206TSI Sportline will be the sole variant available
- Over 50% of Superb buyers opt for the top-spec model
- Skoda Australia prioritizes highly specified vehicles
Skoda Australia’s decision to discontinue the entry-level Superb model reflects their commitment to offering highly specified vehicles and catering to a specific segment of the market. This strategic move aligns with Skoda’s brand identity and ongoing evolution. Customers will need to wait until the end of 2024 or early 2025 to see the next-generation Superb in Australia. With this shift in strategy, Skoda aims to solidify its position in the market and provide customers with premium offerings.
