The KAROQ Naming Story
ŠKODA Storyboard Models

The KAROQ Naming Story

Where did we go to find the name of the younger brother of KODIAQ? To Kodiak, of course.

22. 5. 2017

Names don't just identify. They can evoke, inspire and trigger our imagination. They can go the core of who we are, where we come from and where we are going.

 

 

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And given that ŠKODA models have a history of evocative names, we couldn't settle for anything less for our latest SUV. So packed with curiosity, ambition and some really warm clothes, we headed off to the place that kickstarted ŠKODA’s recent SUV journey – Kodiak island, Alaska.

The islanders were more than happy to welcome us again on this brand new adventure. After all, how often do you get a chance to name a car for one of the biggest car companies in the world?

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So the Kodiakers brewed their coffee, sharpened their pencils and started scratching their heads. From the Mayor to the fireman to the fisherman to surfer; the entire population turned into naming enthusiasts.

It wasn’t all easy though. As many found out, it’s simpler to remember a name you’ve long forgotten than actually come up with a new one. Easy or not, it was as much fun as it was when they changed the name of their city from Kodiak to Kodiaq, for a day, back in 2016.

 

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The world premiere of ŠKODA KAROQ took place in Stockholm on 18.5.2017, where it's real face was revealed! If you missed the Livestream don't worry, here is our highlights.

Gems like ‘ER…’, ‘CHINOOK’, ‘GRIZZ’ and ‘ICEBUG’

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After receiving gems like ‘ER…’, ‘CHINOOK’, ‘GRIZZ’ and ‘ICEBUG’, three others were shortlisted and sent over to the ŠKODA Marketing Department. They, along with a little help from a furry beast, chose the eventual winner, KAROQ!

The genesis of this name is as beautiful as it sounds. One of the native American tribes call an arrow (as found on the ŠKODA logo) ‘RUQ’. Another Alaskan tribe uses the word ‘KARAAQ’ to describe a car. An inventive blend of the two led to ‘KAROQ’.

CHECK OUT THE VIDEO ABOVE TO TRACE THE JOURNEY WE MADE - THE
JOURNEY THAT TOOK US TO THE END OF THE WORLD TO NAME A CAR
THAT IS WELL CAPABLE TO TAKE YOU THERE, TOO

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Media kit

The KAROQ Naming Story

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  1. 2017
  2. 4x4 – all wheel drive
  3. exterior
  4. KAROQ
  5. SUV
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