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ŠKODA has picked up two of the most prestigious titles in this year’s influential Top Gear Awards. The ŠKODA Yeti was chosen as Family Car of the Year, and the new Superb Estate won the Luxury Car of the Year award. As Top Gear magazine said: “2009 is clearly ŠKODA’s year.” Top Gear magazine is read by around 175,000 people in the UK every month, so winning these awards gives a massive boost to our publicity for these two cars. The awards are carried in 24 international editions of the magazine, plus on Top Gear’s UK, US and Australian websites.
The Top Gear magazine team were blown away by the quality of both cars. Editor Conor McNicholas said: “The Yeti has been an instant hit with the Top Gear magazine office. We love the styling, the handling, the space, the clever touches and yes, the name. If you’re looking for a family car it should be top of your list to check out, simple as that. The Yeti feels like part of the Top Gear family.” Of the Superb, he said: “It’s in the ride, the refinement, the quality of the interior, the understated drama of the exterior – the Superb is all that, and in the estate form it makes even more sense. For the well-heeled or those of us that wish we were, the Superb Estate is a class act that really delivers. Don’t let the great price fool you!”
The ŠKODA UK PR team did a great job meeting Top Gear magazine’s requests for the awards issue. A Yeti was flown over to the USA for the reviewer to drive up the 14,115-foot Pike’s Peak, demonstrating the car’s winning combination of practicality and four-wheel-drive performance. Summing up the Yeti, reviewer Bill Thomas said: “The car has been superbly designed by Jozef Kaban and his team in Prague and stands out on the road... It’s not too heavy, has a range of effective and efficient engines and transmissions and is decently equipped. It is also beautifully made in typical ŠKODA/Volkswagen style, and is practical and spacious without being too big or unwieldy on the road. It is, in short, a winner.”
Thomas is convinced the Yeti will go down well with its target market. “This car will be a big hit with the thousands of British families who are sure to buy it and the big load capacity will be a major part of the appeal,” said Thomas. “But the quality that really grew on me was the thing’s character. I can imagine ‘the Yeti’ becoming an immediate hit with young families. ‘Let’s take the Yeti’. ‘We’re going in the Yeti’. It’ll be another member of the family in no time.” The PR team also sourced a Superb Estate in the Czech Republic, which was then loaded up and driven back to the UK, illustrating its comfort, refinement and load-lugging capabilities. Jason Barlow said of the Superb: “In 2008, Top Gear’s Luxury Car of the Year was the Rolls-Royce Phantom Coupe. In 2009, it’s this: the ŠKODA Superb Estate… The Superb Estate is a thoroughly well-executed and uncommonly refined car.”
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