After Sales Support
Skoda Kylaq’s Bold India Debut Faces Roadblock: Poor Service
A quick search of online forums and customer complaints reveals a common theme: Skoda owners often face long waiting times for spare parts, delayed service appointments, and unhelpful responses from customer care. This reputation for poor service has tainted the brand’s image, especially among first-time buyers who may not be willing to take a risk on a company with a lacklustre service history.
Skoda Auto India has officially unveiled the much-anticipated Skoda Kylaq, marking a bold entry into India’s sub-4 meter SUV segment. The Kylaq, with its competitive pricing starting at INR 7,89,000, boasts an impressive list of features, including a spacious 446-litre boot, advanced safety technologies, and a modern design that aligns with Skoda’s new “Modern Solid” philosophy. With such appealing attributes, it is clear that Skoda is targeting the heart of the Indian market, hoping to attract a new wave of customers seeking an affordable European SUV with global appeal. However, while the Kylaq may have the specifications to excite potential buyers, one major hurdle could threaten its success: Skoda’s poor service record in India.
Over the years, the Czech automaker has faced considerable customer dissatisfaction due to inconsistent after-sales service, poor customer interface, slow response times, spare parts delays, and limited service centres, particularly in rural and semi-urban areas. This issue could undermine Skoda Kylaq’s potential to carve out a significant share of the highly competitive Indian SUV market.
Skoda’s Unending Service Struggles
Skoda’s poor service issues in India have long been a point of concern for consumers. The company has been criticized for slow repair turnaround times, a shortage of trained technicians, and a lack of accessible service centres in smaller towns and villages. Despite its premium pricing, Skoda’s after-sales service falls short compared to other mass-market competitors in India, such as Maruti Suzuki or Hyundai, which boast an extensive and well-established network. There are many horrible stories where long-standing customers were either allegedly cheated or were made to run pillar to post over shoddy service support by the Skoda Service network.
Skoda Auto to set up 30 ‘compact workshops’ across India by 2021-end
A quick search of online forums and customer complaints reveals a common theme: Skoda owners often face long waiting times for spare parts, delayed service appointments, and unhelpful responses from customer care. This reputation for poor service has tainted the brand’s image, especially among first-time buyers who may not be willing to take a risk on a company with a lacklustre service history.
While Skoda has made strides in expanding its presence across India, with more than 260 customer touchpoints, the disparity between urban and rural service availability remains a significant issue. Skoda owners have relatively better access to service centres in cities like Mumbai or Delhi. Still, in smaller towns, customers are often forced to drive long distances to reach the nearest service point, diminishing the overall ownership experience.
Kylaq’s Potential and the Service Dilemma
As Skoda ventures into the mass-market SUV segment with the Kylaq, its pricing and features are undoubtedly designed to appeal to a broader audience. The Kylaq brings European quality to a competitive price point, offering a spacious cabin, advanced safety systems, and a range of premium features like ventilated seats, wireless charging, and a 20.32cm virtual cockpit. This could make the Kylaq an attractive choice for those looking for an affordable yet stylish and well-equipped vehicle.
Piyush Arora: “I’m extremely proud to unveil the Škoda Kylaq to India and the world.”
The Kylaq features segment-firsts like six-way electric seats with ventilation for the driver and front passenger. A stowing space for the parcel tray also constitutes a unique and key feature that enhances the usability and versatility of the boot. The boot in the Kylaq is the best in its segment, measuring 446 litres. With the rear seats folded, this space maximises to 1,256 litres. The car also features Auto Climatronic, with ventilation for the electrically adjustable front seats. Select variants are also available with an electric sunroof. Also on offer are cruise control, steering-mounted paddle-shifters with a six-speed automatic gearbox, leatherette seats, wireless Android Auto and Apple Carplay and wireless charging, among other features. Taking centre stage is a 25.6 cm infotainment screen with an even more intuitive user interface. The driver gets a 20.32 cm Virtual Cockpit with a renewed interface.
Klaus Zellmer, CEO of Škoda Auto, says: “The Škoda Kylaq is our first sub-4-metre SUV, designed in India and for India as a new entry point to our brand. India is key to our internationalisation plans, the world’s third-largest car market, and SUVs make up 50% of new vehicle sales. We want the Kylaq to welcome new customers who are looking in this popular and fast-growing segment.”
Piyush Arora, Managing Director and CEO of Škoda Auto Volkswagen India says, “Today is another important milestone in our India journey with the World Premiere of the Škoda Kylaq. Kylaq has generated tremendous excitement and buzz through 2024. And I’m extremely proud to unveil the Škoda Kylaq to India and the world. With its high levels of localisation, unmatched driving dynamics and uncompromising safety, Kylaq will make a significant impact in the market.”
Oliver Stefani, Head of Škoda Design, says: “With the new Kylaq, our Škoda Design team has preserved and re-interpreted key Škoda design elements, combining them with new ideas and visual accents. It is one of the hallmarks of our new Modern Solid design language, ushering in a new era for design in a car that ushers in a New Era for us in India. Modern Solid stands for solidity, functionality and authenticity while conveying a sense of safety and strength. The Škoda Kylaq, with its distinctive shape, minimalist and clean looks, and functional features like a high ground clearance, is a perfect embodiment of our new design approach to customers in India.”
Klaus Zellmer, CEO of Škoda Auto, says: “The Škoda Kylaq is our first sub-4-metre SUV, designed in India and for India
Where Kylaq looks impressive on paper, like most Skoda products, the lack of a robust service infrastructure could be a deterrent, especially for first-time buyers who may hesitate to invest in a brand that doesn’t offer the convenience and reliability of a comprehensive service network. In a market like India, where customer loyalty is often built on trust and service satisfaction, Skoda’s poor reputation for after-sales service could overshadow Kylaq’s robust launch features.
Will Skoda Overcome the Hurdle?
Skoda’s ambitious goals to increase sales and market share in India, with plans to hit 100,000 annual sales by 2026, will depend on more than just appealing product features. The company must focus on transforming its service network, improving customer satisfaction, and ensuring owners feel supported throughout their vehicle’s lifecycle.
If Skoda can fix its service woes and streamline its customer care processes, the Kylaq could be a game-changer for the brand in India. But as long as the service issue remains unresolved, Kylaq may face an uphill battle establishing long-term trust with Indian buyers, particularly in a market where service excellence is a key component of purchasing decisions.
While the Kylaq is a promising entry into India’s mass-market SUV segment, the Skoda’s poor service and after-sales service network pose a significant challenge. Skoda must address this chink in its armour if it hopes to make a lasting impact in India’s competitive automotive landscape.
