Why car advertising became so dull, and how Škoda is fighting back

Škoda was once the punchline of a joke. Today, it is one of Europe’s biggest car brands.Meredith Kelly, Škoda’s Chief Marketing Officer, joins Jon Evans to unpack the turnaround. She explains how the team has used brand archaeology to rediscover what made Škoda distinctive, then combined rational product strengths with surprise, creativity and a clearer sense of purpose.They discuss the challenge of positioning Škoda within the VW Group, what the car industry can learn from FMCG, and why the shift to EVs is creating a rare opportunity for consumers to reconsider long-held brand loyalties.Meredith also shares why car advertising has become so dull, how Škoda gets braver work through its agency partners, and the long-term value of its Tour de France sponsorship.

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