SKODA India ropes in Ranveer Singh as 'Brand Superstar'
What's the story
SKODA India has announced a strategic partnership with Bollywood actor Ranveer Singh, naming him the company's first-ever 'Brand Superstar.'
The collaboration comes as SKODA celebrates its 25th anniversary in India and launches its new sub-4-meter SUV, the KYLAQ.
The automaker aims to triple its market share in one of the world's most competitive automotive markets.
The decision to go with Singh is to establish an emotional connect with customers as SKODA enters the mass market.
Strategic alliance
A 'true partnership' with Singh
Petr Janeba, Brand Director at SKODA AUTO India, called the alliance with Singh a "true partnership" and not a regular endorsement deal.
He stressed that "Ranveer is not just a face for the KYLAQ — he is our one and only brand superstar."
The first campaign starring Singh will launch on February 25, followed by a brand-centric film in March.
While the Bollywood icon will be the face of the KYLAQ campaign, his association goes across SKODA's entire lineup.
Market penetration
KYLAQ: SKODA's entry into India's largest car segment
The KYLAQ marks SKODA's entry into India's biggest car segment: sub-4-meter SUVs. The model has already garnered 20,000 bookings since launch.
Janeba said "entering the sub-4-meter space was crucial" and that "the KYLAQ lets us democratize SKODA without compromising on quality."
Despite competing in a price-sensitive segment, SKODA is positioning the KYLAQ as a premium offering with a focus on safety, space, and performance.
Cost perception
SKODA addresses high after-sales cost perception
To combat the perception of high after-sales costs, SKODA is providing a three-year standard maintenance package for ₹19,000.
This move is aimed at bringing ownership costs in line with competitors.
Janeba clarified that "many still believe SKODA is expensive to maintain because of its European roots," but with over 95% localization in models like the KYLAQ, that's no longer true.
Expansion plans
SKODA to expand network, start KYLAQ exports
SKODA is also expanding its network to support its mass-market ambitions. The company intends to increase its sales and service touchpoints from 277 to 350 by the end of 2025, targeting tier-2 and tier-3 cities.
On the export front, SKODA plans to start shipping the KYLAQ to right-hand-drive markets such as Australia, New Zealand, South Africa, and ASEAN countries from September 2025.