ŠKODA launches ‘STAY ON THE SAFE SIDE’ safety campaign for cyclists and motorists

ŠKODA launches ‘STAY ON THE SAFE SIDE’ safety campaign for cyclists and motorists

› Multimedia campaign ‘STAY ON THE SAFE SIDE’ to support cyclists and motorists using the

road alongside each other

› Campaign in the style of popular dashcam video compilations

› Videos featuring action scenes filmed with stuntmen depict everyday road cycling

› The campaign can be found on ŠKODA’s global online platform We Love Cycling as well as

on ŠKODA Storyboard

Mladá Boleslav, 10 April 2019 – To kick off the cycling season, ŠKODA will be launching the

safety campaign ‘STAY ON THE SAFE SIDE’ this month. The aim is to promote understanding

and respect as well as considerate interaction among motorists and cyclists on the road.

Every day the road presents dangerous situations for motorists and cyclists alike. The campaign

‘STAY ON THE SAFE SIDE’ demonstrates ways all road users can treat each other more

considerately and work better together. Fun competitions and informative videos, articles and

infographics show clearly and entertainingly where dangers lie and ways to defuse or avoid those


“Cycling is in our DNA. ŠKODA AUTO’s history began in 1895 with the founding of a bicycle factory.

With our WeLoveCycling initiative, we want to motivate, support and inspire cyclists worldwide through

our shared passion for cycling. This also includes social responsibility, which is why mediating

between cyclists and motorists is very important to us,” explains Marc Brinkmann, Head of Marketing

at ŠKODA AUTO, adding: “We want the two groups to increase their acceptance of each other and

thus promote considerate interactions on the road.”

The new campaign continues ŠKODA AUTO's longstanding commitment to road safety. The current

model series of the car manufacturer from Mladá Boleslav boast superior safety features across the

board and have received the top rating of five stars in demanding Euro NCAP tests. Even in smaller

segments, ŠKODA vehicles feature state-of-the-art electronic assistance systems that are otherwise

only found in higher vehicle classes.

An integral part of ‘STAY ON THE SAFE SIDE’ is attractive infographics that show dangerous

situations on the road where the safety systems of the ŠKODA models are proven. For example, the

new ŠKODA SCALA compact model is available with the advanced Side Assist including parking

assistant, which alerts the driver to objects in the blind spot.

Another cornerstone of the campaign is the action video of critical traffic situations that ŠKODA filmed

on closed roads in November 2018 in the centre of the Croatian city of Rijeka. The automaker did not

rely on digital animation techniques, but hired a professional stuntman who took on the role of an

endangered cyclist – so the videos look very realistic to attract maximum attention. You can watch the

campaign hero video in this article on ŠKODA Storyboard.

The campaign can be found on ŠKODA’s global online platform We Love Cycling and will

subsequently be rolled out in different countries. The brand’s social media channels on Facebook,

YouTube and Instagram are also taking up the campaign.

ŠKODA’s history began with the bicycle

ŠKODA’s passion for cycling goes back to the founding years of the company; in 1895 – 124 years

ago – Václav Laurin and Václav Klement founded a bicycle factory in the Bohemian town of Mladá

Boleslav. Ten years later, the first automobile of the young company, the Voiturette A, rolled out of the

factory halls. In 1925, Laurin & Klement merged with ŠKODA. Today cycling is a cornerstone of

ŠKODA’s sponsorship strategy. The Czech company is involved on many levels as the “engine of

cycling”: in addition to the Tour de France and the Tour of Spain ("La Vuelta"), the automaker supports

other international cycling events as well as numerous national and international popular sports

events. Bicycles and accessories are included in ŠKODA’s extended product range.

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Group profile

In existence since 1805, and across family generations, D’Ieteren seeks growth and value creation by pursuing a strategy on the long term for its businesses and actively encouraging and supporting them to develop their position in their industry or in their geographies. The Group has currently the following activities:

  • D'Ieteren Automotive distributes Volkswagen, Audi, SEAT, Škoda, Bentley, Lamborghini, Bugatti, Porsche and Yamaha vehicles in Belgium. It has a market share of around 22% and 1.2 million vehicles on the road. Its business model is evolving towards improving the lives of citizens with fluid, accessible and sustainable mobility. Sales and adjusted operating result reached respectively EUR 3.6 billion and EUR 119.0 million in FY 2019.
  • Belron (54.85% of the voting rights) has a clear purpose: “making a difference by solving people’s problems with real care”. It is the worldwide leader in vehicle glass repair and replacement and operates in 39 countries, through wholly owned businesses and franchises, with market leading brands – including Carglass®, Safelite® and Autoglass®. In addition, Belron manages vehicle glass and other insurance claims on behalf of insurance customers. Sales and adjusted operating result reached respectively EUR 4.2 billion and EUR 400.5 million in FY 2019.
  • Moleskine (100% owned) is a premium and aspirational lifestyle brand which develops and sells iconic branded notebooks and writing, travel and reading accessories through a multichannel distribution strategy across 114 countries. Sales and adjusted operating result reached respectively EUR 163.9 million and EUR 18.6 million in FY 2019.
  • D’Ieteren Immo (100%) groups together the Belgian real estate interests of D’Ieteren Group. It owns and manages approximately 30 properties which generated EUR 19.7 million net rental income in FY 2019. It also pursues investment projects and carries out studies into possible site renovations. 

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