Skoda plans independent brand image in China

All-new Skoda Superb. [Photo provided to China Daily]

The model's design was also a highlight at the Volkswagen Group Night on the eve of the 2015 Geneva auto show as it demonstrates Skoda's emotional strength.

The use of Volkswagen Group's modular transverse matrix, or the MQB, complements its dynamic appearance. It also has more extensive safety systems, better connectivity and lower emissions than before.

"Its outstanding design and technical qualities and unbeatable interior space make our flagship the new benchmark in our competitive environment," Vahland said.

Since 2001, the Superb has been at the top of the Skoda model range. Since then, the car manufacturer has delivered more than 700,000 first- and second-generation Superbs to customers, making the car one of the most popular vehicles in its class.

"We intend to offer the best vehicles in our business sectors, to show the quality, tradition and future orientation of our brand and to increase Skoda's appeal. We are proud of our vehicles and we wish to convey this feeling to our customers," Vahland said.

"With the new model, we will win over new customer groups for the brand. It marks our growth ambition and points to the brand's future," he said. Skoda has long set a goal of scaling up its annual global sales to 1.5 million cars by 2018, with a third in the Chinese market.

In addition to the new Superb, Skoda will showcase a new Fabia at the Shanghai auto show in April and both will hit the Chinese market later in the year.

It is also planning to introduce an SUV larger than its Yeti into China to meet Chinese customers' growing demand for SUVs. The model is expected to make its world debut in late 2016.

Statistics show that SUV sales surged 36.4 percent year-on-year to hit 4.1 million units in 2014 while the segment of passenger cars as a whole moved 9.9 percent in the year.

Consulting firm IHS said global SUV sales rose 88.5 percent from 2008 through 2013. It predicts that by 2016, one in every five vehicles sold in the world will be an SUV.