The Czech car maker SkodaAuto revealed that it will not go in for a change of its position as a luxury car maker in India to favour its parent’s brand, Volkswagen.

SkodaAuto is globally positioned a level lower than Volkswagen but is perceived as a more luxurious brand than the German car maker Volkswagen in India.

“We are not in the mass segment and will not definitely look at it. We will not dilute our position,” Skoda Auto India Senior General Manager Sales and Marketing Ashutosh Dixit told PTI. He also said Skoda will focus on consolidating its own positioning as a provider of value for quality.

In order to consolidate its place as a luxury brand in India, Skoda is embarking on a new concept of opening boutique outlets for retailing its products, which are different from normal dealership showrooms.

The new boutiques are in the high streets of metros, where usually no auto dealerships are found. SkodaAuto India is offering a unique blend of lifestyle and contemporary ambience bringing the customer closer to the brand.

SkodaAuto India plans to open 15 such boutiques this year as part of an overall network expansion strategy that will see the firm having 75 outlets by the year-end from the current 65.These boutiques will also offer the company’s merchandise and later will have genuine accessories shops as well.

Skoda currently sells four models in India — Skoda Superb, Skoda Octavia, Skoda Laura and Skoda Fabia. The Skoda Yeti, which was previewed at the 10th Auto expo, will be launched in October.