Škoda Direct

The initial assignment is simple: sell fifty new Škoda Fabias via the internet. But it quickly becomes clear that this sits on a broader foundation. Within Pon there is doubt about direct online retail. Is it scalable? Is it effective? And most importantly: is it acceptable to dealers? At the same time, consumer behavior shows that the internet has become the primary orientation channel, while new cars are still barely available there for direct purchase. That is where the real question emerges.

The key insight is that direct online sales only work when they create demonstrable value for both consumer and dealer. Not as a replacement of existing channels, but as an additional model that reaches new target groups, keeps stock manageable and removes friction from the buying process. From that insight we choose not a one-off action, but a structural approach.

This leads to the organizing idea Škoda Direct. A pop-up e-tail store that opens a few times a year with a limited range of internet-only limited editions. The store is only active when there is availability and remains visible outside those moments as proof of demand, scarcity and previous sales. This creates not a campaign, but a repeatable model that combines tension, news value and predictability.

We develop the strategic framework, positioning and channel logic and facilitate collaboration between importer, Autobytel and dealers. The Fabia edition gets a clear profile: aimed at the digital buyer who values transparency, advantage and convenience. A sharp price, substantial added value and a fully online ordering process form the basis. Delivery always runs through the dealer of choice, so local service and relationships remain intact while sales stay centrally efficient.

Embedding sits in the setup itself. Škoda Direct makes it clear that direct online sales are not an experiment, but a deliberate addition to the retail architecture. The name, URL logic and structure scale to other models and brands. That makes the initiative internally a direction-setter rather than an exception.

In execution, Škoda Direct uses a mix of owned channels, free publicity and targeted web advertising. Scarcity and countdown create momentum and a snowball effect. Internal and dealer communication consistently emphasize that the model complements the dealer business and creates value rather than skimming it. This builds buy-in and a scalable blueprint for online automotive retail.

In collaboration with:
• Gert Jan Oudshoorn