A remarkable success story has befallen the humble Skoda. Once the subject of jokes pertaining to the brand’s poor quality and image, Skoda has come a long way since, and now holds a strong position in the global car market, leading the market as one of the fastest-growing brands in the UK’s automotive industry.

When comparing Skoda’s 2000 34% increase and subsequent 24% UK sales increase in 2001 to the average market growth of 10.7%, it’s easy to see why today they’re forerunners in the industry. But how did the brand transform from reprehensible to remarkable in a matter of just ten years?

The Czechoslovakian car manufacturer held a monopoly in its home country until the 1989, after which the Czech government sought out a commercial partner to breathe life into its automotive industry.

1991 saw Volkswagen’s buyout of 30 per cent of the company, pumping nearly £2 billion into research, design, development, production and training. In 2001, VW bought the remaining 70 per cent of the company.

Skoda’s first two models - 1994’s Felicia, built to look like a Skoda but comprising of VW parts, and 1998’s Octavia - were applauded by the critics, but the injection of VW quality raised prices, so in spite of this, the launch flopped. Consumers just weren’t willing to pay that much for a Skoda.

Despite its poor image in the UK, Skoda still had high brand awareness, plus it still commanded respect in Eastern Europe and some other Western European countries – so there was still hope.

Next came the Skoda Fabia. It was launched with a much smaller marketing campaign than previously, and came with an advertising message that poked gentle fun at Skoda’s customer perception:

"The Fabia is a car so good that you won't believe it's a Skoda"

The results of this new, targeted marketing campaign were astonishing.

2000 saw over 11,000 Fabias sell, and even for the previously-failed Octavia, sales increased by 29% on the previous year... And unbelievably, in July 2000, Skoda had a waiting-list for its cars.

A decade on, and UK boss Rob Hazelwood expects 2011 to be another record year and says the reason is simple:

"We make cars that are technologically very good. They look good, are ultra-reliable and are value for money.

Following the launch of the Skoda’s Fabia and Roomster, the car manufacturer unveiled its latest GreenLine II models, the initial releases from pioneering manufacturer’s second generation of environmentally-friendly models. The models feature green aids such as lowered suspension, energy-recuperating brakes and low-rolling resistance tyres that work to enhance fuel economy to an unbelievable 83mpg.

For 2011, Skoda’s Yeti will be fitted with a new 1.4 TSI (90 kW) and its Superb with a new 2,0 TSI (147 kW)… And both models, as it happens, recently rated highest in their respective categories, scooping two awards from CarBuyer, with the Super Estate receiving a truly super score of 4.8/5.

Also new this year, Skoda unveiled a design concept called "VisionD" at this year’s Volkswagen Group Evening. Dynamic, imaginative and graceful, the design conveys the brand's direction – firm proof that this classic Czech brand is confident of reaching its goals of achieving economic growth whilst producing new, innovative design and maintaining its already established strengths of precision, performance and superb value.

For those who want a car and can’t quite afford the top of the range, though, and are also concerned about the impact of the ECJ’s recent ruling against sex discrimination in insurance risk assessment on insurance premiums, Skoda’s Fabia Classic is a fantastic car for the younger driver, with only 50hp – quotes for which you can find within the moneysupermarket car insurance section of the price comparison website.