ŠKODA Teams up with The Prince’s Trust to launch its Driver’s Seat Initiative

March 06, 2018

›  ŠKODA partners with The Prince's Trust on initiative that celebrates creativity and individuality of young people across the UK
›   Initiative includes a five-day course to learn new artistic skills
›   Paloma Faith will support the initiative
›   Applications now open to 16 to 25 years-olds for the chance to shape their own future and make a positive impact within their local community
›   For more information, head to www.skoda.co.uk/dsi


Milton Keynes, 6 March 2018: ŠKODA’s recently launched Driver’s Seat Initiative has today opened for applications. The initiative is launching in partnership with The Prince’s Trust, and will be available for those aged between 16-25 who embrace individuality and creativity, for the opportunity to gain new skills in the arts to help make a positive impact on their own life and community.

The ŠKODA initiative, which will run through The Prince's Trust's existing Get Started programme, aims to give the young adults a platform to learn new skills in a discipline matched to their artistic interests; such as music, art or photography.

The Driver’s Seat Initiative is open to those aged between 16-25 who are not currently in employment, education or training and who exude a Driven by Something Different attitude. Successful applicants will undertake a five-day course, equipping them with the skills and confidence to achieve their artistic ambitions. In the six months following each course, The Prince's Trust will keep in touch to help keep them on track to succeed.   

Kirsten Stagg, Head of Marketing, ŠKODA UK, commented, “We are proud to be working with The Prince's Trust to launch the initiative. This is a fantastic scheme that has the ability to make a real and significant impact on young people's lives.

"We are looking for those who embody being Driven by Something Different and share our defining attitudes of individual self-confidence, optimism, and a spirit that sets them apart from the predictable, to get involved."

Ben Marson, Director of Partnerships, Government and Corporate, The Prince's Trust said: "It’s important for us to continue to do work that helps shape and grow the next generation’s passions, which is why we are delighted to be working with ŠKODA to launch something that will hopefully change young people’s lives for the better.”

Paloma Faith, ŠKODA's new partner, is supporting the initiative. She has recorded her own version of the classic Make Your Own Kind of Music with ŠKODA to celebrate those who are independently minded, confident in their own skin and who want to make a positive impact on the world around them. The song will also help inspire people to apply for the initiative.


Make Your Own Kind of Music is available now to stream and will be the soundtrack on ŠKODA’s new TV advert that will first air on Saturday 24 March.

Entries to the Driver's Seat Initiative are now open, head to: www.skoda.co.uk/dsi






Further information:


Pietro Panarisi,                                    Graeme Lambert,

Head of Press and PR,                         Product Affairs Manager,

M +44 7814 674 661                           M +44 7342 073 586

T +44 1908 548 042                            T +44 1908 548 060          

pietro.panarisi@skoda.co.uk                            graeme.lambert@.co.uk                         




Charlotte Moss,                                    Nikki Pates

Press and PR                                       Digital PR Manager

M +44 7561 298 167                            M +44 7717 004 108

T+44 1908 601 797                              T +44 1908 548 206 charlotte@performancecomms.com    Nikki.Pates@Skoda.co.uk




  • is one of the longest-established vehicle manufacturers in the world. The company was founded in 1895 – during the pioneering days of the automobile. Today, the company’s headquarters remain in Mladá Boleslav.
  • currently offers the following models in the range: CITIGO, FABIA, RAPID, OCTAVIA, KAROQ, KODIAQ and SUPERB.
  • in 2017 delivered more than 1.2 million vehicles to customers worldwide.
  • has belonged to Volkswagen Group since 1991. The Volkswagen Group is one of the most successful vehicle manufacturers in the world. ŠKODA, in association with the Group, independently manufactures and develops vehicles, as well as components, engines and gear transmissions. 
  • operates at three locations in the Czech Republic, produces in China, Russia, Slovakia, Algeria and India mainly through Group partnerships, as well as in Ukraine and Kazakhstan through local partners.
  • employs over 30,000 people globally and is active in more than 100 markets.




About The Trust

Youth charity The Prince’s Trust helps disadvantaged young people to get their lives on track. Founded by HRH The Prince of Wales in 1976, the charity has supported 11 to 30 year-olds who are unemployed and those struggling at school and at risk of exclusion for over 40 years.


Many of the young people helped by The Prince’s Trust are in or leaving care, facing issues such as homelessness or mental health problems, or they have been in trouble with the law. The Trust’s programmes give vulnerable young people the practical and financial support needed to stabilise their lives, helping develop self-esteem and skills for work. Three in four young people supported by The Prince’s Trust move into work, education or training.


Further information about The Prince’s Trust is available at princes-trust.org.uk or on 0800 842 842.