Škoda Retains Loyal 4x4 Irish Customer Base
Škoda positioned themselves as the 4x4 brand of choice back in 2010 during the so-called “Big Freeze”, when Ireland recorded the coldest winter in 130 years and the entire country was regularly engulfed in a thick blanket of snow. Following months of promotion of 4x4 vehicles ideally suited to winter driving conditions, sales of all-wheel drive Škodas increased nearly five-fold. Subsequent winters have proved milder which has coincided with a reduction in demand for 4x4 vehicles but Škoda still has a loyal band of 4x4 customers here in Ireland. There are those who need four-wheel power for towing trailers and boats and others who need extra grip for navigating slippery or rough terrain on Irish country roads.
Demand in the fleet sector remains strong with the Octavia Combi 4x4 recently re-commissioned to fulfil an order from a regional emergency service in the North West of the country. The service required reliable vehicles with abundant luggage capacity that performed as well off-road as well as on-road and Škoda ticked all the boxes. Road going 4x4s may have lost some of their sheen in recent years, mainly due to disparity in taxation levels and pricing. But that’s about to change thanks to the arrival of a new generation of all-electric 4x4s.
Speaking at Škoda’s Winter experience in Sweden, Libor Pavlas, Product Manager for Škoda Ireland, said: “We have always had a loyal following of customers for our 4x4 vehicles. However, their popularity is set to become more mainstream thanks to the arrival of new, fully-electric models like the Enyaq 80X. For a premium of €2,960 over the two-wheel drive version of the Enyaq, the 80X gives you four-wheel drive with no change in annual road tax and minimal impact on range. Despite arriving to market more than a year after the two-wheel drive version of the Enyaq, the 80x already accounts for 10% of all ENYAQ orders. And, with the 4x4 Enyaq RS and Enyaq Coupe RS launching in Ireland early in 2023, we expect to see a significant increase in the number of 4x4 Škodas on our roads in the coming weeks and months. Driving on the ice here in Sweden has shown that electric 4x4s are every bit as capable as their internal combustion engined equivalents. The fact that step up to four-wheel power is now that much more affordable will see the number of 4x4s on Irish roads rise.”