Skoda goes in for boutique shops

Premium carmaker SkodaAuto India, a unit of the Volkswagen Group, has been quick to follow suit by launching its limited series of boutique showrooms in India. What is unique is that the showrooms (Skoda launched the second one in Mumbai recently) are not about selling cars but to promote the brand. The boutique shops will have one car displayed inside, while the rest of the space will showcase a wide range of lifestyle products such as Skoda T-shirts, kit-cars, fashion and car accessories. The company is planning to launch 15 such showrooms in nine cities across India by the end of 2010 and it will give signage sector an opportunity where in-store media companies can tap new business.