Škoda campaign tackles driving anxiety

Škoda Auto has introduced Non Driver Assist, a support programme developed with Dentsu Creative Central Europe aimed at helping licensed drivers who have stopped driving due to anxiety regain confidence behind the wheel.

The initiative responds to research suggesting that driving-related fear has become a significant barrier to mobility, with an estimated 2.5 million licensed drivers in Poland no longer using their vehicles. The issue is particularly acute in a country where a large share of the population relies on cars for daily access to work, healthcare and social activities.

Programme combines psychological and practical training

A study commissioned by Škoda and conducted among 709 participants highlights the range of anxieties affecting drivers, including fear of aggressive reactions from others on the road, mistakes while driving, and specific situations such as navigating bridges or roundabouts.

Structured support for returning drivers

Non Driver Assist offers a staged programme combining psychological consultation with practical driving instruction. Sessions are delivered in partnership with the Škoda Auto Driving School, with participants trained in controlled environments using vehicles equipped with driver assistance technologies.

The process begins with an online booking system, followed by a consultation with a certified psychologist to identify individual challenges. Drivers then progress to tailored training sessions led by specialist instructors, designed to gradually rebuild confidence.

Campaign aims to normalise driving anxiety

The programme is supported by a wider communications campaign featuring documentary-style films that follow participants as they return to driving. Out-of-home activity reinforces the prevalence of driving-related fears, aiming to reduce stigma around anxiety behind the wheel.

Arkadiusz Gwizdek, Chief Marketing Officer, Škoda Polska: "The automotive industry has always focused on those who already drive. At Škoda, we have always aimed to stay close to consumers by listening to their needs. That is how we identified an opportunity to help the millions who do not drive. Available to every Škoda owner across Poland, Non Driver Assist aims to set a new standard by helping anxious drivers overcome their fears and get back behind the wheel."

Marcin Sosinski, Chief Creative Officer, Dentsu Creative Central Europe: "Like airbags or roadside assist, Non Driver Assist is an integral part of Škoda ownership. A feature that can be accessed whenever it might be needed, now or in the future."

Marcin Sosinski: "Non Driver Assist is a powerful example of what happens when brands operate with empathy, to identify and solve real human problems. Not as one-offs, apps or campaigns, but as a permanent part of car ownership. By addressing the emotional barriers that prevent millions from driving, Škoda is redefining what accessibility means in the automotive category."

Early results indicate strong engagement, with initial psychology consultation slots booked within the first week and increased traffic to Škoda’s driving course information pages.

www.skoda-auto.com

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