Czech-based Skoda countered media coverage of the February 28 production start of the Toyota and PSA/Peugeot-Citroen joint venture in Kolin with its own “snowstorm” of publicity itself.
The main event was the Skoda Yeti SUV concept’s debut at the Geneva auto show. That followed a February 24 Skoda press conference to discuss the annual report of Skoda, plus a Czech press briefing February 25 about the Yeti.
During the week the plant opened, there was a flurry of media reports when a regional politician said Skoda was looking for a site to build a fourth Czech factory to employ up to 3,000 workers.
By the time Toyota and PSA cars rolled down the assembly line on Monday, pictures of the Yeti were everywhere. That was not a coincidence, said David Vaughan, editor of Radio Prague. “I think this was pretty clever.”