A ?kodA year in review - Skoda Auto

History of ŠKODA AUTOThe fascinationof traditionfounded the Company in 1895 – interspersedwith special highlights up on stage.The ŠKODA Muzeum focuses on people andtheir stories, as well as cars and technology– because they are the ones who makeŠKODA history. The Museum tells of theirspecial ties to ŠKODA.A stop is made in 1957, for example: Applausefor former Miss USA, Charlotte Sheffield,who is driven onto the stage in a mintgreenŠKODA Felicia Convertible. Now in herseventies, the former beauty queen madethe trip from Salt Lake City especially toattend the ceremony. With tiara and regalcloak over her shimmering blue dress, shesmiles out from the car: “A beautiful, beautifulcar,” she beams. In 1957, the recently-crownedMiss USA posed for a ŠKODAFelicia advertising campaign in front ofPrague Castle and other locations. At thattime, a trip behind the Iron Curtain was areal adventure for a young American woman.Now, 56 years later, Charlotte Sheffieldhas donated her pink ‘Miss America’-dressto the ŠKODA Muzeum, as a souvenir of thisearly and unconventional form of cross-culturalcollaboration during the cold war. Thehistoric piece now has a prominent positionin a glass showcase entitled ‘Flirting withthe class enemy’.Brand showcaseThere are many more fascinating stories toŠKODA AUTO. The early years, two worldwars, decades of socialist planned economy,and, ultimately, the alliance with Volks wagenin 1991, with steady growth since – there iscertainly plenty of material to choose from.The museum planners’ approach is as follows:Besides displaying historic cars, theaim is to use stories to generate enthusiasmfor ŠKODA – from smaller exhibits in displaycases through to modern touchscreen informationsystems.Steeped in 117 years of production history,the location of the newly-opened museumin the very first production hall of ŠKODAat headquarters in Mladá Boleslav providesan ideal framework in which to presentthe Company: Inside the building, there isno trace of its former function. Now, brightcolours set the tone, and large expanses ofglass focus attention on the historic vehicles:The new ŠKODA Muzeum has becomea dazzling showcase for the ŠKODA brand.The new exhibition architecture was designedand implemented by the JangledNerves team from Stuttgart, headed by Prof.Thomas Hundt. It was especially importantto the experienced museum architect andcommunications expert to create a conceptuallink between history and the modernday: “For me, the exciting and unique thingabout this new museum is the combinationof the historic building and modern interiordesign.” His exhibition concept aims to transformthe museum into a time machine: Thespecial characteristics of each period mustbe made accessible on an intellectual andemotional level. The number of actual vehiclesdisplayed was dramatically reduced toachieve this. The models now on show arethere to represent a specific era and recreatea slice of brand history.Divided into three sections, ‘Tradition’, ‘Evolution’and ‘Precision’, the Museum providesvarious points of access to ŠKODA history.‘Tradition’ shows selected ŠKODA automobilesin the context of their specific time andevents. ‘Evolution’ presents developmentlines and milestones in automotive history.The ‘Precision’ area is particularly interesting:Four vehicles in four different stagesof restoration illustrate the main phaseson the way from an unrestored classic to atop-class car. One of the lucky finds on displayis a rusty ŠKODA 422 Convertible from1931. Next to it, already partly dismantledand ready for rebuilding, stands a so-calledThe new Museumis the ŠKODA brandshowcase: TheCompany’s longand often turbulenthistory is nowdisplayed in anappropriate settingin the completelyremodelledand redesignedpremises.Evidence of 117years of automotivehistory: Old L&Kand ŠKODA brandlogos over the years(centre).Timelessly beautifulcars: A ŠKODAFelicia Convertiblefrom 1957 (bottomleft) and the 1923L&K 300 (bottomright).44 2012 – A Škoda year in review