Škoda Auto has unveiled its new Superb model in a unique and eye-catching way. The car manufacturer showcased the vehicle as the official director’s car for the Tour de France during the traditional arrival of the peloton on the Champs-Élysées in Paris. This marks the 20th year that Škoda has partnered with the world’s most famous cycling race.
However, the Czech automaker did not fully reveal the highly anticipated new model. The car’s design was partially hidden under a special camouflage created specifically for the final stage of the Tour de France. While we can get an idea of the basic shapes and some design solutions, the details remain hidden. The camouflage itself is interesting, featuring a pattern inspired by the Tour de France race.
The camouflage uses map graphics, aiming to create a pattern that not only functions as camouflage but also holds meaning for both the Škoda brand and the Tour de France race. “By using a map as the basis for our camouflage, we wanted to combine these elements,” says Michael Lansdorf from Škoda Auto’s marketing team. The maps also align with the brand’s new strategy, defined by the term “Let’s Explore.”
The camouflage had to work from all angles and distances. “The purpose of the camouflage was to support our adventurous spirit. But at the same time, it had to do its job, using patterns, irregular shapes, and contrasting colors to break up surfaces and make it difficult for the human eye to perceive the vehicle’s shapes underneath,” explains Petr Petzet, project manager and graphic designer involved in creating the camouflage. “It’s actually the opposite of what a designer’s task usually is. We usually seek harmony, but here we try to disrupt the harmony of surfaces and lines,” he adds with a smile.
The design team also had to consider that the car would be at the front of the peloton, where red-colored cars are typically present. The camouflage maintains this tradition and continues the path that Škoda Auto opened as a partner of the Tour de France two decades ago.
The new Superb model will be officially premiered in the fall, providing a full reveal of the car’s design and features. With its unique camouflage and partnership with the iconic cycling race, Škoda Auto has once again demonstrated its commitment to innovation and adventure.
How has Škoda’s partnership with the Tour de France helped establish the brand as a reliable and trusted automotive brand?
E wrap that showcased the iconic Tour de France yellow jersey pattern. The strategically placed wraps and decals on the car only hinted at the sleek and sophisticated design of the new Superb model, leaving spectators and fans in suspense.
Škoda’s partnership with the Tour de France goes beyond just being the official director’s car. The car manufacturer has been providing support vehicles for the race since 2004, ensuring the smooth operation and logistics of the event. This year, Škoda supplied a fleet of over 250 vehicles, including the new Superb model, to accompany the race from start to finish.
The unveiling of the new Superb model during the Tour de France was a fitting tribute to Škoda’s commitment to cycling. Cycling has always been an integral part of the brand’s identity, with Škoda sponsoring various international events and teams throughout the years. The partnership with the Tour de France has been particularly successful, allowing Škoda to showcase its vehicles to a global audience and establish itself as a reliable and trusted automotive brand.
Although details about the new Superb model were scarce during the Tour de France, Škoda promises that it will bring exciting advancements and innovative features to the market. The new Superb is expected to build upon the success of its predecessor, combining elegant design with cutting-edge technology and exceptional performance.
Škoda Auto is known for its dedication to quality and craftsmanship, and the new Superb model aims to exceed expectations. From the sneak peek provided during the Tour de France, it is clear that the new Superb will continue the brand’s legacy of producing stylish and reliable vehicles that cater to the needs of discerning drivers.
With its unique and eye-catching unveiling during the Tour de France, Škoda has once again demonstrated its ability to captivate audiences and generate excitement. The anticipation for the fully revealed new Superb model is now higher than ever, and Škoda is sure to deliver a vehicle that lives up to the expectations. As the world waits for the official release, one thing is certain – the new Superb will continue to solidify Škoda’s position as a leader in the automotive industry.
“Škoda Auto’s innovative camouflage for Tour de France 2021 is a testament to their commitment to creativity and supporting the cycling community. Looking forward to seeing their unique design on the road!”
“Škoda Auto’s creative and eye-catching camouflage for Tour de France 2021 truly stands out. A clever way to incorporate their brand into the world of cycling. Kudos to their innovative approach!”