Photo: Skoda
Czech manufacturer Skoda is planning to roll out a new marketing campaign in the U.K. and has hired British singer Paloma Faith for the task. The Brit will be the brand's first ambassador for the Driver’s Seat Initiative program.
To promote the program, Faith recorded a new version of 1969 Make Your Own Kind of Music song by Cass Elliot (Mama Cass), a version that will be aired for the first time in March, in Skoda's new Karoq TV ad.
“The idea to inspire people to ‘make their own kind of music’ is extremely powerful, and I am excited to be working alongside ŠKODA to bring this to life,” said Faith in a statement. "The new initiative that we are launching will provide real opportunities to young people, helping them achieve whatever they dream possible.”
The Driver’s Seat Initiative will be conducted together The Prince's Trust charity and will give “young, creative people the opportunity to shape their own future and make a positive impact on their local community.“
Skoda Karoq crossover was a star appearance at the Geneva Motor Show last year and was introduced as a means for Skoda to expand its portfolio. It replaces the Yeti model, retired from the market the same year. It comes with a choice of two gasoline and two diesel engines, combined with a choice of either 6-speed manual or 7-speed automatic transmission.
According to Skoda, since its launch, there have been so many requests for its model that it was forced to expand production of the model from the Kvasiny plant to the one in Mlada Boleslav as well. Skoda invested 16,6 million euros in developing the production lines there to accommodate the new crossover.
At Mlada Boleslav, Skoda can assemble 320 Karoqs each day, alongside the Fabia, Fabia Combi, Rapid, Rapid Spaceback, Octavia and Octavia Combi.
“The idea to inspire people to ‘make their own kind of music’ is extremely powerful, and I am excited to be working alongside ŠKODA to bring this to life,” said Faith in a statement. "The new initiative that we are launching will provide real opportunities to young people, helping them achieve whatever they dream possible.”
The Driver’s Seat Initiative will be conducted together The Prince's Trust charity and will give “young, creative people the opportunity to shape their own future and make a positive impact on their local community.“
Skoda Karoq crossover was a star appearance at the Geneva Motor Show last year and was introduced as a means for Skoda to expand its portfolio. It replaces the Yeti model, retired from the market the same year. It comes with a choice of two gasoline and two diesel engines, combined with a choice of either 6-speed manual or 7-speed automatic transmission.
According to Skoda, since its launch, there have been so many requests for its model that it was forced to expand production of the model from the Kvasiny plant to the one in Mlada Boleslav as well. Skoda invested 16,6 million euros in developing the production lines there to accommodate the new crossover.
At Mlada Boleslav, Skoda can assemble 320 Karoqs each day, alongside the Fabia, Fabia Combi, Rapid, Rapid Spaceback, Octavia and Octavia Combi.
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