Škoda Auto India has strengthened its association with cycling by bringing the first edition of L’Étape Mysuru by Tour de France to India. As the title sponsor, the company extended its long-standing relationship with the Tour de France, creating an opportunity for cycling enthusiasts to experience the spirit of the international sporting event in an Indian setting.
Škoda’s connection with cycling dates back to 1895, when its founders, Václav Laurin and Václav Klement, began manufacturing bicycles in Mladá Boleslav in what is now the Czech Republic. Over the years, the company has developed this heritage through its involvement in professional cycling, amateur events and community initiatives. Its association with the Tour de France has continued for 23 years.
L’Étape Mysuru brought together more than 1,500 participants from India and international markets. The event combined the competitive spirit of Tour de France-inspired cycling with Mysuru’s cultural heritage and natural surroundings, including the well-known Chamundi Hills.
Ashish Gupta, Brand Director of Škoda Auto India, said cycling has been part of the company’s identity since its early days. He noted that bringing L’Étape by Tour de France to India was a natural extension of this heritage and offered an opportunity to connect Indian audiences with the sport.
Mr Gupta added that the event brought together cycling enthusiasts and local communities while encouraging people to explore new places and participate in the sport. The initiative also reflects the company’s aim to make its global cycling association more accessible to Indian audiences.
For Škoda Auto India, L’Étape Mysuru represents more than a sporting event. It supports the company’s efforts to connect mobility with travel, community participation and outdoor experiences. By bringing the event to Mysuru, the brand has created a platform for cyclists of different backgrounds to experience a format inspired by one of the world’s best-known cycling races.
The initiative also adds to Škoda’s activities in India, where the company has been present since 2001. Its current Indian model range includes the Kylaq, Slavia, Kushaq, Kodiaq and Octavia RS. The company operates across 193 cities through more than 345 customer touchpoints.
Globally, Škoda Auto is part of the Volkswagen Group and operates in nearly 100 markets, employing around 40,000 people. Its passenger vehicle portfolio includes petrol, hybrid and battery-electric models, reflecting its approach to offering different mobility options across markets. The company delivered more than 1.04 million vehicles worldwide in 2025. In India, it recorded sales of 72,665 cars during the same year, registering 107% year-on-year growth.
With L’Étape Mysuru, Škoda Auto India has brought its cycling heritage to a new audience while creating opportunities for Indian cyclists to participate in an event inspired by the Tour de France. The initiative marks another step in the company’s efforts to build stronger connections with customers and communities through sport and mobility.
