Following its world premiere in Prague, Skoda’s new flagship electric Enyaq iV vehicle was promoted through the brand’s Tour de France partnership and led out the peloton in September to symbolise sustainable individual mobility (just as the bicycle does) as part of Skoda’s race marketing which also included television, social content, in-race and web-based strands.
A the tip of the auto brand’s integrated activation programme, race Director Christian Prudhomme used the first Skoda model based on the modular electrification toolkit as the lead vehicle – the famous Red Car – on the 183km stage from Gap to Privas and on two other stages (including the individual time trial from Lure to La Planche des Belles Filles and the final 122-kilometre stage).
Packed with the usual specialised technology to accompany and co-ordinate the world’s greatest bike race, the electric car – with its panoramic glass roof, six antennas, special sirens, refrigerator and a state-of-the-art communication equipment to organise traffic, communicate with teams, commissioners and other tour vehicles – was just one vehicle from Skoda’s fleet which acted as the race’s lead mobile control centre vehicle.
It was just one of the 250-strong Skoda fleet deployed at the 2020 Tour de France during the VW-owned Czech manufacturer’s 17th-year as the official main partner of the race.
The combined electric, hybrid and traditionally powered Skoda fleet was featured across the brand’s ongoing ‘To the Greatest Family Of All: Cyclists’ activation programme which continued to convey the brand’s passion for cycling and emphasises the team spirit unifying the global cycling community.
In addition to the company’s own website WeLoveCycling.com, the car manufacturer also used its social media channels to activate around the race in real-time and ran a burst of cycling-themed, Tour-related television spots across Europe including commercials promoting the Enyaq iV, plus films and initiatives promoting the women’s pro tour and equality in cycling.
Comment:
Škoda has supported the most famous cycling race in the world since 2004 as an official partner and vehicle partner.
The car company’s 2020 activation follows in the wheel of its 2019 ‘Tour des Femmes’ initiatives (see case study), its 2018 Tour activation (see case study) and ‘This Is Why We Ride’ work (see case study) and its 2017 ‘Ride On’ campaign (see case study).
In addition to its involvement in the Tour de France, Skoda is active on many other levels as the ‘engine of cycling’. For example, the automaker also supports the Tour of Spain (‘La Vuelta’) and other international cycle races. It also sponsors numerous national and international popular sports events. Bicycles and bicycle accessories are also an integral part of ŠKODA’s extended product range.
Links:
Skoda
http://bit.ly/skodaforcyclists
https://www.welovecycling.com/wide/tour-de-france-2017/
https://www.instagram.com/wlcmagazine/
https://www.facebook.com/SkodaCycling
https://www.pinterest.com/we_love_cycling/
https://www.youtube.com/user/skodacycling
ASO
http://www.aso.fr/us/homepage.html
Tour De France
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