British car buyers can now explore, enquire, and book their next Škoda – all online – before sealing the deal in person.
Milton Keynes, 29 April 2025 – In a groundbreaking move that redefines the automotive retail experience, Škoda has become the first European car manufacturer to launch a fully integrated virtual showroom on Amazon. This cutting-edge platform empowers UK customers to browse Škoda’s entire model lineup, check real-time local vehicle availability, calculate finance options, and request test drives – all before stepping foot in a dealership.
The new Amazon.co.uk/Škoda showroom marks a major evolution in how customers interact with the brand, offering the flexibility and ease of online research with the confidence and support of in-person dealership engagement. Customers can enjoy a streamlined ‘click to drive’ experience, going from discovery to driveway in as little as two to four weeks.
Bridging the Digital and Physical Car Buying Experience
This digital innovation is a direct response to evolving customer behaviours. According to a national survey commissioned by Škoda UK, nearly half (47%) of Brits value the ability to research their next car online. However, 82% still prefer to complete their purchase at a dealership, citing expert advice, face-to-face interaction, and hands-on demonstrations as key reasons.
Škoda’s Amazon showroom acknowledges and embraces this duality. It serves as a digital front door – enabling car buyers to browse models like the Fabia, Octavia, and award-winning Kodiaq, as well as Škoda’s electric range including the Enyaq and the all-new Elroq – before transitioning to the trusted hands of a Škoda retailer to finalise the purchase.
A Seamless Journey from Screen to Steering Wheel
Visitors to the Amazon showroom can expect a frictionless experience that aligns with their existing shopping habits. In fact, with 77% of Brits spending up to two hours a day browsing online and 59% prioritising ease and simplicity when shopping digitally, the platform is tailored to modern expectations.
The key features of the Amazon showroom include:
- Real-time local stock visibility – enabling quick delivery in as little as 2–4 weeks
- Model comparison across the Škoda range
- Finance calculators to explore affordability
- Test drive bookings at the customer’s convenience
- Seamless handover to a local retailer for personalised assistance and in-person purchase
As Matthew Bowden, Director of Škoda UK, explains:
“Online browsing and research are part of everyday life, which is why we’re so excited to launch the Škoda showroom at Amazon. It gives prospective customers more opportunities to find their next car and see where it’s available, all from the comfort of their home.”
A High-Profile Launch for the Elroq
Škoda is launching the showroom with a spotlight on its latest electric SUV – the Škoda Elroq – during Prime Video’s coverage of the UEFA Champions League semi-finals on Tuesday evening. With ad slots strategically placed during one of Europe’s most-watched sporting events, the brand is aiming to capture a broad audience already immersed in digital ecosystems.
Convenience Meets Confidence
This bold step into e-commerce marks a strategic shift in automotive retail. By leveraging the scale and familiarity of Amazon, Škoda delivers a browsing experience that feels as intuitive as ordering a new phone or booking a holiday. But crucially, it also preserves the irreplaceable value of personal contact, expert advice, and the joy of a test drive – a balance that today’s customers expect.
As the first of its kind in Europe, the Škoda showroom on Amazon sets a new benchmark in customer-centric innovation, offering a smart, seamless route from screen to steering wheel.
Visit the Škoda Amazon showroom today at www.amazon.co.uk/skoda
