Škoda Kushaq: It is a most peculiar cross you have to bear, our Indian auto market that is, difficult dfc0tio1dns, consumers and dollar-conscious pricing being some of the very few.”
When Škoda revealed the Vision-IN (which later evolved into the Kushaq for production) in 2021, it was a watershed moment for the Czech carmaker – a product designed from the ground up for Indian conditions rather than being a derivative of a European product.
The result of this approach is a compact SUV that was developed marrying the European engineering know- how and the Indian fast growing fast moving market needs.
Škoda Kushaq: A Platform Built for India
The Kushaq is the first vehicle to be put into production based on the Indian MQB-A0-IN platform from the Volkswagen Group.
This design was developed in close collaboration with local stakeholders and caters to Indian conditions and conditions, while preserving the basic traits that Škoda has been known for its European vehicles.
The platform’s flexibility enabled engineers to develop a vehicle with a spacious and roomy interior despite being short-footed – an important attribute for the crowded urban Indian usage environment.
This kind of propagation had also included manufacturing, with around 95% of components supplied from India. Not only did this lower the costs but it was also a clear signal that Škoda had no intention to be an outsider in the Indian auto industry.
Distinctive Design Language
“With the Kushaq, we are continuing our SUV campaign in India and the result is very convincing – design, interior, technology, everything is great,” said Škoda Auto CEO Thomas Schäfer during the Kisushaq reveal earlier.
Distinctive front styling – The predator theme is clearly evident in the sharp, angular headlights which flank the brand’s signature butterfly grille giving the ix35 its own unmistakable presence in a crowded market.
It is the right size for the city; no longer, no shorter – short overhangs ensure maximum interior space and maintain agile maneuverability.
Inside, the vehicle has more than a touch of Škoda´s European heritage and there’s attention to detail in every corner of the cabin. With a layered dash layout highlighted by a floating infotainment screen and well-damped switchgear, perceived quality exceeds segment standards.
Especially clever are the “Simply Clever” details – nowhere else are we likely to find umbrella compartments in the doors, pockets on the backs of seats for smartphones, and perfectly positioned of storage spaces – which show how passengers will live in their vehicle.
Performance Designed for Indian roads
Powertrain-wise, the Kushaq follows a sensible path of Indian driving reality. A base 1.0-litre TSI turbocharged petrol motor provides a strong performance in town but is still economical.
It also has cylinder deactivation, so for some added driving enjoyment (and there’s quite a bit of it too), there’s the 1.5-litre TSI, which has strong performance and minimal fuel economy downside from the 1.0-litre.
And a special mention of the suspension tuning, which manages to soak up Indian road imperfections while not entirely losing out on handling precision.
Engineers have struck a rare balance that provides assuring high-speed stability and control yet doesn’t come apart on a rough road – a combination that many competitors can’t pull off.
Safety as a Priority
Most importantly, the Kushaq has set the benchmarks in safety for the segment. With no less than six airbags, ESC as standard across the entire range, and a body structure constructed of high strength steel, Škoda made safety a pillar of their product rather than an afterthought in their branding.
This priority indicates the increasing importance of consumer safety in the country, and also dubs the Kushaq as a future-focused product.
Market Response and Barriers
The response of the customers for the Kushaq has proven secondly that Škoda’s India-centric strategy has found buyers.
It enabled for the brand to test the waters of the market and attracted buyers who sought European engio n o w the pertinent premium pricing that came with German and Swedish manufacturing principles.
However, challenges remain. Service network expansion is still very essential to sustain success as Indian consumers are known to highly consider after sales service.
Secondly, the competition pattern changes quickly and domestic enterprises continue to increase the product quality and enhance the distribution capability.
The Broader Significance
Besides its business significance, the Kushaq also signifies a shift in the way global brands look at the Indian market.
Unlike in the rest of the world, where cars are generally adapted for local tastes, the vehicle is not being perceived as cheaply put together for developing markets.
This approach assumes that Indian consumers are now demanding world class offerings that are specifically adapted to Indian conditions – a tightrope walk that requires considerable capital and a real feel for local sentiments.
Škoda Kushaq:
It is the fact that you simply can’t turn up in the Indian automobile market and hope to do well – a lesson that the the Skoda Kushaq showcases effectively.”
The result is a car that embodies a fun, easy-going and flexible spirit for the Indian market, but has taken lots of Czech heritage into account through R&D and solutions, for Indian conditions.
As the automotive industry is preparing for the shift to electric and connected mobility, the fundamentals of what the Kushaq signifies (local development with global standards) could well be the recipe for future tailor-made vehicle programmes in emerging markets.
