How to charm the West. Discover the beauty of Škoda posters

Škoda Auto is celebrating its 130th anniversary, and Škoda Storyboard is highlighting key moments in the brand’s history through unique items from archives and museum collections. This time, we take a look at posters and brochures created for export markets, which—despite their beautiful artistic design—tell a story of a challenging and difficult period for the entire country.

24. 4. 2025 130 years

On May 9, 1945, the day after the end of World War II, bombs began falling from Soviet planes over Mladá Boleslav. Two of them, each weighing 250 kg, hit the car plant. The explosions and subsequent fire primarily affected production facilities—but manufacturing resumed just a few months later, first for trucks, then for passenger cars.

The automotive industry played a role in getting war-torn Europe moving again, though the approach to motorization varied depending on each country's political situation. Like the British government, Czechoslovak authorities opted to nationalize key industries. On October 27, 1945, Decree No. 100 came into effect, initiating the nationalization of mines and industrial enterprises. A two-year recovery plan followed in 1946 to rebuild the country’s economy and get it back on its feet.

Cover of the Danish brochure from 1946, featuring the brand-new Škoda 1101, nicknamed “Tudor” due to its popular two-door body version; a nickname which became widely popular.

During this time, export to foreign markets was heavily emphasized, as confirmed by promotional material from the 1947 two-year plan: “By increasing exports, we can achieve large production volumes, secure valuable foreign currency for the state, and help lower domestic car prices.”

In 1946, the Mladá Boleslav car manufacturer was renamed Automobilové závody národní podnik (AZNP), but cars continued to be sold under the Škoda brand. This marked the final separation from the Pilsen-based Škoda engineering group, which had merged with the original Laurin & Klement company back in 1925.

After the Communist takeover in February 1948, Czechoslovakia became part of the Eastern Bloc, socialist states of Central and Eastern Europe, under the influence of the powerful Soviet Union. For the next 40 years, the economy shifted to a centrally planned socialist model, striving to fulfil the age-old communist dream: “from each according to his ability, to each according to his needs.” Planning was carried out via five-year plans, which determined what goods would be produced; where; how much they would cost and what the wages of workers would be. Exports remained crucial, as they brought in the much-needed foreign currency.

The AZNP administration building in 1959 “decorated” with propaganda slogans of the Communist regime.

To support exports, a wide range of visually striking posters and brochures were created in multiple languages. In addition to AZNP’s in-house advertising department, external artists also contributed—such as graphic designer František Kardaus, known for the iconic Tatra T3 tram, and photographer Vilém Heckel. Škoda already had a strong tradition of quality promotional materials; from the early days, the Mladá Boleslav team produced high-quality advertising for Laurin & Klement bicycles, motorcycles, and later for Škoda automobiles.

Colorful illustrations as well as a black-and-white manual

In 1952, Škoda launched serial production of its first car with an all-metal body—the Škoda 1200, later updated to the Škoda 1201. These models also earned popular nicknames: “Sedan” for the saloon version, with other body variants including the Station Wagon (STW), van, pickup, and ambulance.

Thanks in part to effective promotional materials, exports—not just to Western Europe—were so successful that few cars were left for domestic buyers. For instance, in 1955, only 1,682 of the 12,530 cars produced remained in Czechoslovakia, many of which still went to state enterprises. While export materials boasted creativity and flair, local customers had to wait their turn on the infamous waiting lists.

In 1955, the Škoda 440 Spartak was unveiled at the Brussels Motor Show. This successful model was followed by an even more popular one—the Škoda Octavia.

Export and its related advertising efforts paid off. Škoda vehicles found success abroad and stood up well to Western competition. In addition to countries like West Germany, Spain, the UK, and France, the cars were also exported to Australia and South America. In Chile, for example, the Octavia Combi was assembled and became popular among local farmers. A few units even made it to the USA.

That radically new model arrived in 1964—the Škoda 1000 MB, the brand’s first mass-produced car with a self-supporting body. New production facilities were built in Mladá Boleslav specifically for this car. To this day, the area is known as the “new plant,” located “across the railway tracks,” as every Škoda worker knows. A large portion of these cars was once again exported abroad. The Škoda 1000 MB became a symbol of a relatively happier period in socialist Czechoslovakia, one that came to a sudden halt with the Warsaw Pact invasion in August 1968.

Czechoslovakia went through eight five-year plans, most of which were endured rather than embraced. The last one was set for 1986–1990, but the collapse of the Communist regime in 1989 marked the end of the planned economy. A new political order brought with it a market economy.

Škoda Auto has always adapted well to new communication tools. With the arrival of the Škoda 440 Spartak, photography began to replace original design illustrations. Over time, imaginative photos gave way to television commercials. In the current digital era, another transformation has occurred—Škoda Auto now communicates through the internet and social media.