As a German joint venture mid-size SUV, the performance of Skoda Kodiak in the market did not meet expectations. Despite being on the same platform as the Tiguan L, Kodiak's sales performance is far behind that of its competitors in the same class.
From January to November 2023, 3,221 units will be produced, accounting for 15% of the SAIC Volkswagen Skoda family18% share, accounting for only 003%, ranking 294th overall. In the mid-size SUV market, its performance is also quite limited, accounting for only 012% share, ranking 73rd.
Sales in November were even more worrying, with only 157 units, which accounts for 10 units of the Skoda family41%, and the share of the domestic SUV market is even more insignificant.
Compared to the mainstream hot-selling models on the market, the Kodiak has almost lost its presence. However, as a high-end SUV under Skoda, Kodiak still has its advantages in terms of product power and cost performance.
The facelifted Kodiak of the 2023 model inherits the style of the Skoda family in terms of exterior design, and adopts the sports package of the overseas version of the Kodiak RS model. In terms of body size, more than 47 meters long and nearly 2The wheelbase of 8 meters creates good conditions for the interior space.
Inside, the car features a three-spoke multifunction steering wheel, a floating centre display, two-tone leather upholstery and the all-new MOS 3x Intelligent vehicle networking system. In terms of power, the whole system is equipped with the third-generation EA888 series 2The 0T engine, mated to a DSG7-speed dual-clutch gearbox, shows good performance.
In the increasingly popular market environment of new energy vehicles, Kodiak, as a traditional fuel model, is facing huge challenges. In order to increase sales, Skoda implemented a strategy of substantial discounts on Kodiak.
For example, the 2024 TSI330 5-seater two-wheel drive power version of the Kodiak is only more than 140,000 yuanThe 2022 380 four-wheel drive flagship version has been reduced to 1490,000 yuan, the cost performance is very outstanding. Despite this, the market response has been tepid.
The situation of the Skoda Kodiak illustrates the challenges that can be faced in the highly competitive automotive market even for high-performance and versatile models. Brand influence, marketing strategy, and consumers' preferences are all important factors that affect their sales. For Skoda, finding effective strategies to increase market recognition and engage consumers is key to future growth.