On yer bike, says Skoda

Czech carmaker Skoda plans to hit the ground with wheels spinning after the announcement today that it will be major sponsor of Australia's Tour Down Under road cycling event for the next three years.

With the Skoda brand about to be unveiled at this year's Sydney International Motor Show via the presentation of the Roomster peoplemover (more here) and the medium-size Octavia sedan and wagon (more here), the plan is to raise brand awareness as quickly as possible.

Already a major supporter of major European cycling events including the Tour de France, Skoda also sponsors nine Pro Tour teams and is the official provider of cars for the Union Cycliste Internationale (UCI).

According to Skoda, the Tour Down Under is the first in a string of commercial announcements expected over the coming months, all aimed at reintroducing a brand that has not been seen in Australia since the early 1980s. The association with the Tour Down Under comes as the event makes a bid for inclusion in the ProTour calendar that is drawn up by the UCI.

"We are looking forward to being part of the Tour Down Under," said Matthew Weisner, head of Skoda Australia. "Our association should help strengthen the event's standing internationally and in turn showcase our cars to an Australian audience," he continued.

Skoda expects to announce 14 dealerships around the country following the unveiling of its introductory models at the Sydney show.

The Skoda brand is fully owned by Volkswagen and is sold around the world. Last year it reached a milestone by selling nearly 550,000 cars, a record that represented an increase over 2005 sales of more than 11 per cent.

The Octavia is the company's biggest selling model with more than 270,000 finding owners in 2006. Germany is Skoda's strongest market, with in excess of 118,000 cars sold there last year.

The cycling association is appropriate considering Skoda started as a cycle manufacturer in the late 1880s before moving into production of cars and motorcycles in the early 1900s.

To comment on this story click here.