Superb timing for large-car revival

Its unfashionable looks are undeniably a hurdle for prospective buyers of Skoda's Superb. And in a market where the locally-manufactured large car was king for so long – with affordable six-cylinder power and rear-wheel drive – the big Skoda's downsized engines and front-wheel drive haven't matched the paradigm.

Times do change, however, and there's a new Superb on the way. The sedan is due here early next year and it will be followed by the Combi (wagon) pictured. That places the new-generation model in the box seat to pick up sales from large-car buyers who shortly face an end to Falcon, Commodore and Aurion production in Australia.

Asked whether the vacuum left by the locally-built passenger cars will actually boost sales for the Superb, Michael Irmer, Director of Skoda Australia, skirted around the question initially.

"I expect the new Superb to do better than the outgoing model, that is for sure," he replied during the local launch of the new Octavia Scout. Skoda sold 351 examples of the Superb last year, which is less than Falcon – even in its current death throes – sells in a month.

Part of Irmer's reluctance to predict Superb becoming a major player in the large-car segment is due to the unforeseeable nature of the market once the three current heavies depart. The segment is already contracting, as people migrate from traditional sedans and wagons to SUVs. With the three local models gone, the segment is all the more likely to contract even faster. At the very least, however, a smaller segment may be more profitable for boutique entrants.

"It's a bit of an unknown – where that segment is going to go – but I think the change in the offering definitely will encompass some opportunities, because obviously there were also, in the past, more cars supplied into the market than the market was demanding. That is not healthy for business."

"I believe that will fix itself in the future; there might be a lot of new opportunities... Outside of SUVs you still have a need for this size of vehicle.... we just have to add some appeal..."

Irmer would not accept the current Superb has been less than a stellar success, which is understandable, since it remains a commendable car. Confronted with the low sales numbers for the Superb, he argued that this not only is this a problem faced by any company operating in the large-car segment, it's particularly challenging for a smaller, lesser-known brand like Skoda. The Czech brand has only sold cars in Australia since 2007.

"It's just the unknown [quantity] of the brand," he admitted.

The Superb has scored highly in customer satisfaction surveys, Irmer noted, and the new model should pick up repeat business, as well as forging ahead with new customers.

"[Consumers] are extremely pleased with their vehicles. Customer satisfaction among Superb [owners] is one of the highest in the entire industry, because it's a bit of an underrated car, and the actual experience is better.

"I don't consider it is not a success; you've just got to be realistic with what your plans are – and then develop a sustainable business and a healthy business along the way."