Jaguar Land Rover, Honda and Skoda are 2015 "It" brands

 

These are the car ranges with the biggest buzz right now, say the experts at Glass's

 

Jaguar Land Rover, Honda and Skoda are set to be 2015's "It" brands - the car ranges with the biggest buzz around them right now, says Glass's - the largest vehicle data provider in Europe and publisher of the industry-standard Glass's Guide to Car Values.

 

In a new car market that is getting ever more competitive, these are the manufacturers who are successfully outshining the competition in terms of product quality, running costs and - crucially - sheer consumer appeal, explained Rupert Pontin, head of valuations.

 

He said: "Sometimes, everything comes together for a car maker and they find themselves with not just an excellent range of cars but a kind of aura to almost everything they do. These are the brands that discerning private and fleet motorists want to drive and switched on traders want to buy and sell."

Rupert's rundown on the "it" brand choices are:

 

1. Jaguar Land Rover - "Great products, great image and very much the cars to be seen driving, with a marked level of distinction matching the well-known German prestige brands. The arrival of the Jaguar XE especially will make a huge difference to the way that the public and trade perceives them, and cement their place as a mainstream premium competitor."

 

2. Honda - "Honda are set for a complete reinvention in 2015 and a return to their position as one of the most innovative and desirable of the Japanese mainstream manufacturers. There is a complete new model range coming this year which we believe will take them to a new place in the UK market. The watchwords here are relevance, cost effectiveness and competitiveness."

 

3. Skoda - "There are now several fantastic Skoda products that are drawing considerable interest from all areas of the market. The brand has now built for itself an almost unique market position - something that you might call value premium. You get nearly all of the quality of a Volkswagen or an Audi at a fraction of the cost. This is very much the thinking person's choice."

 

Rupert added: "One of the things about being an 'it' brand is that sustaining that position is extremely tough and it will be very interesting to see where these brands are in market terms in another year."

At the other end of the scale, Rupert said that there were a number of brands that were rapidly losing their appeal in the eyes of private buyers, traders and fleets.

 

He said: "The biggest dangers are mediocre product or a tendency to chase market share, eroding some of the exclusivity around your brand in the process. There are several manufacturers who are having to contend with at least one of these problems at the moment."

"You get nearly all of the quality of a Volkswagen or an Audi at a fraction of the cost."

 

They clearly haven't seen the list prices of some of the new models..... :peek:

"You get nearly all of the quality of a Volkswagen or an Audi at a fraction of the cost."

 

They clearly haven't seen the list prices of some of the new models..... :peek:

 

 

I guess 'fraction' is just rhetoric here.

 

I can't help but feel it's a case of 'after the horse has bolted' as to me (and it might just be me) the Skoda 'bubble' feels very much on the wane.

 

Gaz

Not really sure I want to be driving an 'it'

I guess 'fraction', is just rhetoric here.

 

I can't help but feel it's a case of 'after the horse has bolted' as to me (and it might just be me) the Skoda 'bubble' feels very much on the wane.

 

Gaz

 

Think you're right. There are other manufacturers in that bracket now - chiefly Kia and Hyundai in my view. 

 

Also feels like a very well worn path this - hasn't the 'fraction of the cost' angle been the case for the past 12 years or more. It's not a new story.

 

From VAG's perspective, I could see a case for a new sub-brand really - what Dacia is to Renault, in effect.

Nineteen twentieths is a fraction of the cost.

Some might add a "Sh" to that claim

Eh?

 

Well Skoda obviously think they're an 'IT' brand with the current pricing.

 

Honda....they're about to drop the Accord so they'll only be selling 3 cars - Jazz, Civic and CRV.

 

I take that back for 2015 Honda are doing a new HRV, which looks like a feckin Nissan Puke.

 

Yup truely groundbreaking there.

 

The joe bloggs car market is a bit dull right now.

Nineteen twentieths is a fraction of the cost.

 

So is 2/1...

It looks like Glass's trying to create a bit of free advertising for it's own publication to me.  :sun: If Honda are not careful they will be going the same way as Subaru ? If I had to pick an 'IT' brand today it would probably be Tesla. 

Edited 17 February, 201511 yr by Laurie61

Seriously I still don't get why people (on here) still think Skoda are priced well.

I get shot down all the time for saying this but for maybe at times a few £k more will get you into premium market cars.

Been a Skoda fan for sometime and a owner for 11 years but Skoda are not a cheap car anymore. Unless something changes I won't be getting another new skoda.

A fairly broad-brushed approach. 

 

But yes, if I wanted a 'cheap car' I wouldn't buy a Skoda. I still think they represent 'value for money' though; the two are often confused.

Honda? A return to being innovative? Last time they were innovative we were left with the weirdest looking car going, so please no, I dont want anymore Honda innovation.

Anyway, who are Honda? You hear less and less about them as time goes on.

 

Jaguar Land Rover is obviously a definite. The 'IT' brand that makes everybody else look inconsequential.

 

Skoda I can understand as well. I think some of you may have misread what was said in the article though. Budget Premium brand. Which they are. Darcia are what Skoda used to be, a budget family brand. But Skoda have grown up, and are now more a very good family/ budget premium brand.

Is a Skoda cheaper than the likes of VW/ Audi? Yes. Skoda also have very very good cars which whilst lacking in some places, are a decent enough match for VW/ Audi. That sounds like a budget premium brand to me.

 

Not sure about a third 'IT' brand. Definitely not Honda though. Ford are more of an IT brand than Honda. Just look at the numbers of Fords on the road.

the only thing I see Skoda has going for it is the perception that's it a VW or an Audi for cheap, which it kinda isn't any more. I don't see how they would make it an 'it' brand anyway, there's no 'want!' or 'need!' about anything in the current range, for me anyway, and that's never really seemed to be what they've been about

In my opinion Skoda lost it when they stopped selling the MK II Octavia. After that, the price shot up, all the models look identical and there's not much to differentiate them from other 'white goods' car manufacturers.

Like the other earlier Skoda models. The Skoda Octavia MKII was not cheap. It was a well-made car building on the success of the good value MKI. Both were bought by people who saw a good product and wanted to have reliable (VAG quality off the shelf) parts and performance. ... But not pay Audi/VW prices. The MkII was often discounted by the extended "VAT-free" deal 0% finance etc. many of the owners loved the fact that they had some of the VAG group attributes but wanted more kit and power. SKODA has put the kit on and updated the engines, hence price increases and no obvious discounting... Until sales drop off. They are still cheaper than VW/Audi... Maybe not as much but there is still a gap. If the new ones are that bad or expensive, sales will tell the truth. For every die-hard owner who doesn't want to spend the wedge to update, it seems that there are others who are buying. Skoda probably doesn't care no matter what you say. Sales figures are the only thing which matter.

In my opinion Skoda lost it when they stopped selling the MK II Octavia. After that, the price shot up, all the models look identical and there's not much to differentiate them from other 'white goods' car manufacturers.

The Mk2, whilst a good car, was closer to the 'budget family' type of car, and that was getting plenty of competition in the likes of Dacia, Hyundai, Kia etc etc.

So they have moved up a notch.

They had to start off a budget car to get back in the game. That worked, but nobody wants to stay in that category. So they have moved up. Some will stay with them, some wont.

The cars are still reasonable value for money though.

It's the brand that is gathering pace. The VAG group have a conundrum. Audi/VW are becoming the humdrum middle range cars in terms of sales. BMW sell more three series than Ford do Mondeos. Slowly the 'middle man' car of choice is the audi/VW/bmw.

Skoda and Seat are producing good looking, well priced and specced cars that are becoming cool brands. Backed up by a subtle peripheral marketing strategy via motorsport and clever advertising, these brands are rising in appeal and are more distinctive (less common?) than the Audi/VW/BMW. I chose Skoda because it was not an audi/bmw (and have always regarded the modern Skodas above VW cars personally having also owned a couple in the past that were disasters in most areas especially electrical). I've also had Mercs, BMW's and Audi's (all used and old school because they are bargain cool wagons) but would never buy new.

FWIW, brand wise, I think Audi will become the new Honda of yesteryear (a 'mature aged' persons reliable wagon aka Mercedes), VW and BMW will be the new Vauxhalls and Fords (if they are not already) and Skoda and Seat will be the new uber marques (aka BMW in the 80's) that rise to the top for a while.

Remember, I'm looking at a global picture here, not just UK and Europe where badge snobbery is quite a phenomenon for those who really think it's important when actually quality, performance and value are appearing to be market forces; not just logo/brand. I was in China recently and the two marques that stood out in advertising spin as top line marques? Jaguar and Skoda.

All just my opinion of course Interesting times.

In my opinion Skoda lost it when they stopped selling the MK II Octavia. After that, the price shot up, all the models look identical and there's not much to differentiate them from other 'white goods' car manufacturers.

That is a worry. I hope you are wrong...It's exactly what has happened to audi, VW and bmw.

I hope Geneva motor show launch presents Skoda in a non 'white goods' brand light.

The proof will be in the press coverage I guess. Interesting times ahead.

Dave

Have to say that as soon as someone puts that type of opinion in to print, I immediately know that it is definitely not true.

 

Skoda were an 'It' brand when they were under the radar (so to speak) now though, whilst there's nothing wrong with the cars, the brand has become too mainstream to be 'cool' (kool?).

 

Seat are now the value brand in the VAG stable, replacing Skoda.

Have to say that as soon as someone puts that type of opinion in to print, I immediately know that it is definitely not true.

 

Skoda were an 'It' brand when they were under the radar (so to speak) now though, whilst there's nothing wrong with the cars, the brand has become too mainstream to be 'cool' (kool?).

 

Seat are now the value brand in the VAG stable, replacing Skoda.

 

Desperation to sell overpriced cars?

But the Mk3 seems to be selling ok.

 

I would suspect Skoda will get a reputation for catastrophic depreciation soon if £30k VRSs appear for £16k at year old.

There are plenty of premium brands that throw away a fair chunk of their residual a year on. Most BMWs, Mercs, Audi's suffer significant initial depreciation then flatline a while. The exceptions are the smaller diesel and petrol cars which always have keen folk chasing for reasons of low tax, economy etc.

If you want a veritable bargain cars like Audi A8/S8, for example, are stunning value a few years on...£100k cars down to around £15k five years on. Okay, maybe up on miles but with FSH they are tempting. Suddenly my Superb seems overpriced

the only thing I see Skoda has going for it is the perception that's it a VW or an Audi for cheap, which it kinda isn't any more. I don't see how they would make it an 'it' brand anyway, there's no 'want!' or 'need!' about anything in the current range, for me anyway, and that's never really seemed to be what they've been about

 

Skoda Superb Elegance 170 DSG @ £28.4k vs Audi A6 SE 190 S-Tronic @ £36.1k

 

Comparable models with auto gearboxes, with no options, that's base RRP. The base L&K is £31.2k with same engine/gearbox.

Skoda Superb Elegance 170 DSG @ £28.4k vs Audi A6 SE 190 S-Tronic @ £36.1k

 

Comparable models with auto gearboxes, with no options, that's base RRP. The base L&K is £31.2k with same engine/gearbox.

The difference in price sounds a lot until you get them discounted, then it's Superb £22.6K and A6 Ultra £26.3K. So under £4K difference and I'd have to say the A6 would easily be worth the extra outlay. L&K is only £1.9K cheaper.

The difference in price sounds a lot until you get them discounted, then it's Superb £22.6K and A6 Ultra £26.3K. So under £4K difference and I'd have to say the A6 would easily be worth the extra outlay. L&K is only £1.9K cheaper.

 

Definitely - we have some A6 ultras on fleet with P11D values of under £26k