New Škoda Concept EV Challenges Trump And Musk On DEI

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Yep, Škoda Auto sure knows how to read the room. While EV buyers in Europe are fleeing the Tesla brand and its association with US President Trump’s Nazi-adjacent ideology, Škoda has spotted an opportunity to make its mark on European Diversity Month with the launch of a new concept EV, the Škoda Elroq Respectline, all decked out in rainbow colors.

The Škoda Elroq Respectline Is A Style-Forward Concept EV

Politically speaking, there is a lot to unpack in Škoda’s decision to highlight diversity in its new EV concept. But let’s skip over all that and focus on the car.

CleanTechnica has been following Škoda’s electrification journey for a while now, including the success story of the Škoda Enyaq crossover. On May 2, Škoda summarized its Q1 2025 results, noting that it set a new EV record for itself. Of the 238,600 vehicles delivered globally in Q1, 36,900 or 15% were either BEVs or PHEVs (check out the company’s March sales in Europe here).

Škoda launched the all-electric Elroq compact SUV just last fall, so it’s too soon to tell how sales will go over the long run. Still, the automaker is expecting big things from the small car and it’s already among the top 20 best selling plugin vehicles in Europe. It has positioned the Elroq as the first in a series of new models aimed at supporting its new corporate identity as a purveyor of BEVs.

“The world premiere of the Škoda Elroq in autumn 2024 marks the beginning of Škoda’s new e-model campaign, which will see the launch of six battery-electric models in the coming years,” Škoda explains.

The automaker is banking on style to set the tone. The Elroq represents the launch of Škoda’s new “Modern Solid” style, which has already attracted attention from the design community, having earned recognition in the Red Dot international design competition.

This New Concept EV Shouts DEI From The Rooftops

Škoda plans to exhibit the new Elroq Respectline concept EV in public for the first time at the Best Cars 2025 awards in Hamburg, Germany, on May 10. If you’re in the neighborhood, stop by and take a look, but don’t look for something that looks like the sleek minimalism of the production models showcased for sale on the company website.

Visually speaking, the new Elroq Respectline concept EV is anything but minimalist, and that’s on purpose.

“Making its premiere during European Diversity Month, the car also aims to draw attention to the importance of protecting human rights and equitable and fair treatment of everyone,” Škoda emphasizes, noting that the EV represents mutual respect, diversity and inclusion among other values.

“Diversity, equity, inclusion, and mutual understanding are cornerstones of Škoda’s corporate culture. With the new Elroq Respectline, we are introducing a Škoda brand ambassador that embodies these values,” emphasizes Škoda board member Maren Gräf.

“Our goal at Škoda Auto is to be a role model in caring for our employees and fostering a safe, open, and fair workplace for all,” Gräf elaborates, in case you missed it the first time.

“With the Elroq Respectline, Škoda is also celebrating the huge success of more than 55,000 Elroq orders through the end of April,” the automaker observes, underscoring the idea that a carmaker can leverage its corporate identity to sell more cars (or less, as amply demonstrated by Tesla’s latest misfortunes).

How Much Is Too Much?

The Elroq concept EV is not for all tastes, but if your taste runs to anything colorful and disco-y, this is the vehicle for you. In addition to the over-the-top rainbow body paint, the front grille sports an animated, rainbow-themed LED light display.

“The rainbow is generally recognized as a symbol of the LGBT+ community and a reminder of society’s diversity and the importance of each individual,” Škoda reminds everyone, in case they forget.

“The powerfully designed rainbow exterior and the bold, colourful interior design highlight the strength of diversity and the positive energy that different perspectives and personalities can create when united in mutual respect,” they add for good measure, noting that the concept EV was a collaborative effort by its employees.

This Car Spells DEI Any Way You Look At It

The DEI-soaked references go beyond a poke at Trump to jab at Tesla CEO Elon Musk, who has risen to new heights of notoriety on the heels of his callous, power-tripping destruction of the federal workforce. Škoda is banking that the European EV-buying public is eager to disrupt the Trump–Musk continuum by voting with their wallets.

Not satisfied with an exterior clapback at Trump and Musk, Škoda went the extra mile and pulled the DEI card on the interior, too. “Using recycled materials from the Elroq model, combined with progressive rainbow embroidery on the seats, distinctive embossing details, and cheerful, colorful décor elements, the Respectline is a wonderful example of how joyful diversity can be,” the automaker says.

Wait, There’s A Sneaker To Go With The New Concept EV

In what is possibly a first for an automaker, Škoda added more to the DEI fire by introducing a diversity sneaker in partnership with the Czech shoe manufacturer Botas. Škoda states that the shoe represents its commitment to the Modern Solid aesthetic and the DEI values ensconced in the Elroqu Respectline concept.

Go see for yourself. Botas plans to offer the shoes for sale on its e-commerce site sometime soon in all their rainbow glory.

Meanwhile, Škoda also points out that this marks the fifth year in a row it has supported European Diversity Month. Aside from the new concept EV, the company also plans to mark the occasion with employee workshops and other activities.

Any guesses how the leading European automaker Tesla plans to support European Diversity Month? With a new sneaker, perhaps? Apologies for promoting right-wing ideology, perhaps?

At this point, Tesla is deep in a brand reputation crisis of its own making, and there’s no way out. Even if Musk leaves the White House behind to focus on actually doing his CEO job at Tesla, the damage has been done. The stink of the Trump administration will follow him wherever he goes, and the stink is getting stinkier by the minute alongside Trump’s underwater poll numbers.

Photo (cropped): The Czech automaker Škoda Auto launches its DEI-centered Elroq Respectline concept EV to support European Diversity Month (courtesy of Škoda).