Recently I reported some news. I mentioned Skoda’s curious use of capital letters in their press release: Skoda Yeti was written as Skoda YETI, for example.
I wrote to Skoda to ask why they used capitals this way. The answer I received today was that we should understand that “…the use of capital letters denotes the brand or name of a model.” I am quoting verbatim the head of Skoda Press and PR. I wrote back to say that it was a well-known convention that the first word meant the brand and the second word meant the model and that using all caps looked like random SHOUTING.
A little later I received some more information from the same source:
” The use of capitals for ‘Škoda’ forms part of our global corporate identity. This is used across all communications, whether it’s for marketing or press purposes, either international or local market.
In the UK, typically steer clear of using capitals when referring to a model because, as you have already highlighted, in the English language this might appear as if one is shouting. As such UK press releases do not follow this rule. This is particular to the UK and not the case for other languages. As a global car company we must consider. Global media audience.
While the press release you received is in English, it is not a press release issued by my team in the U.K., and is therefore a release issued by the factory”.
While we are here, did anyone have any ideas about the minivan model shown in this photo from c.1970: