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The Premiere Was Graced by a Perfect Backdrop
Feature
As Škoda's new flagship, the Peaq deserved an exclusive premiere – and that is exactly what it got. Journalists were introduced to the car at the summit of Mont Salève in Switzerland, with a panorama of mountains and Lake Geneva stretching out behind it. Around three hundred guests – journalists and content creators – were carried to the top by a cable car decorated in the carmaker's colours and logos. The more adventurous made the ascent by bike, riding in a peloton led by the brand's new ambassador, Chris Froome.
The Peaq represents a new reference point for Škoda as our brand flagship, bringing together our core strengths in a way that reflects where we are heading as a company. It expands our appeal to new customer groups, while continuing to deliver the qualities our customers value – space, practicality, and strong value for money.
Klaus Zellmer
Škoda Auto CEO
The challenging location did not mean guests missed out on anything. Quite the opposite. At the upper cable car station, nine variants of the Peaq awaited them, in a range of colours and drivetrain configurations. There were five- and seven-seat layouts, a presentation of the premium Sonos audio system, and considerable attention was drawn to the car prepared for sleeping outdoors – which also offers the ability to charge an e-bike.
At the Peaq model premiere, guests were also shown a special version prepared for the director of the Tour de France – and the car's new brand ambassador, Chris Froome, posed alongside it.
Peaq Sets Off on the Tour de France
The new addition to the model range further underlines Škoda's connection with the world of cycling. Not only is it a brilliantly equipped companion for a cycling holiday, but it will also be present among the professional peloton. The Peaq is joining Škoda's fleet at the current Tour de France, taking part as a directors' car in no fewer than 12 stages. "I'd love to drive the Peaq in one of the stages," said four-time winner of the world's most prestigious cycling race, Chris Froome, who has become a new Škoda brand ambassador. He took on the role during the very premiere and is continuing it at the Tour de France, which, after starting on 3 July in Barcelona, will culminate in Paris on 26 July. Škoda is once again part of it all as an official partner and vehicle supplier, just as it is at the subsequent women's race, the Tour de France Femmes avec Zwift.
The accompanying programme includes a range of original activities, among them a party bike ride through the streets with DJ Dom Whiting, who plays music live while cycling on a specially modified bike. We'll show you what it looked like in the August issue of Škoda Mobil.
Watch the premiere video
