Czech This Out; How Car Manufacturers Make Big Bucks from Branding, And How You Can Avoid The Trap
What are the three key features we look for when buying a car?
- Performance
- Safety
- Affordability
But there is also the fourth aspect. The one that often trumps the other three factors, despite the fact that it should bear no importance when purchasing a vehicle, and this fourth feature is that of “branding.”
Just like clothing, each car carries with it a certain stereotype and its own level of identity, and this is down to the associations with the branding. You are highly unlikely to find a young male hipster cruising around the streets of Brighton in a Volvo Estate, but may indeed find this family-friendly car in the driveway of your middle-aged neighbour (who probably also owns numerous cardigans and a “man satchel”).
But there is an element of truth to the stereotypes of car makes/models, and this is a truth also acknowledged by insurance companies. It is common knowledge that insurance prices for a young male driver fresh from his driving lessons are significantly larger in comparison to that of a same-aged female (mainly due to the fact that, statistically, young male drivers are involved in more car accidents), but there is also a noticeable price difference between what type of car said young male owns.
Unfortunately, mud sometimes sticks. When asked to describe what car “boy-racers” drive, chances are you think of the Citroen Saxo, the Vauxhall Corsa, the Ford Fiesta, and sky-high insurance prices reflect these assumptions.
So what if you could invest in a car that meets not three, but all four of the car-buying desirables, as well as meeting competitive insurance premiums? Well, say hello to Skoda. This car manufacturer from the Czech Republic has seen unprecedented growth in recent years, with performance capabilities rivaling that of its opposition in Volkswagen or Audi, but with prices more reflective of a mid-range second-hand car.
The Skoda Fabia is a popular choice; sleek and stylish, with attentive detail in every department (the dashboard is lovingly thought out with a contemporary finish) and a very respectable starting price (second-hand versions can be picked up from £1700). Doing an economical 59-74 MPG, it is a great buy for the financially savvy, too.
And because of its admittedly previous low-standing reputation (a reputation which it is quick to abolish), it does not carry the negative stereotypes, ensuring insurance prices do not cash in on the branding of a big name manufacturer and remain not only affordable, but extremely competitive.
What’s more, the rise of the Skoda has seen increased need for production, with parts being easily available and, more importantly, very affordable. With an engine build similar (in fact, almost identical) to that of VW and Audi, finding skilled mechanics is effortless, especially since the Skoda avoids using highly confusing technology that not only breaks often but is expensive to replace!
Buying a car can be a risky business, but with a careful approach and a willingness to avoid the branding temptations of the big manufacturers, you can indeed find yourself a beautiful motor for a beautiful price!