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Automobile. Tour de France: Immersion in the advertising caravan, in an electric Skoda

Automobile. Tour de France: Immersion in the advertising caravan, in an electric Skoda

Our mission was to spend a day in the Tour de France publicity caravan. We took our seats in one of the 150 vehicles in the caravan, which stretches for ten kilometers. A highly anticipated publicity parade, now carried out in electric cars.

  • Departing from Bayeux, there is the excitement of a great day. Photo Skoda MIGNOT
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  • Every morning, choreography. Photo Skoda Mignot
  • Every car must stay in its lane. Photo Skoda Mignot
  • Floriane does the tour every year. Photo N.Laperruque
  • You have to be in good shape to last three weeks. Photo Skoda Mignot Severinne
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  • The caravan distributes 10 million gifts. Photo N. Laperruque
  • The logistics are very precise. Photo Skoda Mignot
  • Safety is the number one priority. Photo N.Laperruque
  • Atmosphere is paramount in the caravan. Photo Skoda Mignot.jpg
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  • In the morning, we warm up by lining up. Photo Skoda Mignot.jpg

For the 22nd consecutive year, Czech manufacturer Skoda has been a major partner of the Tour de France. One might wonder what the bicycle and the automobile have in common. But the history of the Czech manufacturer is closely linked to the bicycle. In 1895, Václav Laurin and Václav Klement, the founders of Skoda Auto, started out with a bicycle manufacturing plant in Mladá Boleslav.

A fleet of 400 vehicles for the Tour

The first effect of this partnership is that Skodas are everywhere on the Tour, and for good reason: the manufacturer's fleet includes around 400 cars.

We find the Kodiaq and Karoq SUVs, the unshakeable Octavia, the high-end Superb sedan, but above all, for the past two years, the Enyaq, the first 100% electric vehicle in the Tour de France. This partnership offers incredible visibility to the manufacturer, not to mention the Škoda Superb of Christian Prudhomme, Director of the Tour de France, which has become a true symbol of the Tour de France.

The caravan, a traveling village

We're meeting at dawn in the huge parking lot of an amusement park near the town of Bayeux in Normandy. This morning we'll join the Skoda advertising caravan to experience the 201-km Bayeux-Vire leg from the inside. At 8:30 a.m., the parking lot is already teeming with vehicles of all kinds, often transformed into a lion for the partner bank, a leek, bearing the name of a hypermarket chain, or a giant vegetable—anything is possible.

We also find the Citroën 2CV Cochonou, unshakeable favorites of the public. The place is teeming with people, who are called "caravaners" here. There are 570 caravaners (drivers, hostesses aboard the floats) working for the Tour caravan, to which must be added 50 people for supervision (first aid training, alcohol testing of the drivers), as well as 120 logisticians and mechanics.

Each person has a specific role, and everything is timed. Fifteen minutes before the caravan's departure from this gathering place, my driver for the day comes to see me with an instruction: "Sit in this Skoda Enyaq, we absolutely must respect the departure time." At the same time, I'm given a pack of mineral water and a meal tray. The caravan doesn't stop; we'll have to eat while driving.

Lise, our hostess, will spend the day tied up in the full sun. Photo N.Laperruque

Lise, our hostess, will spend the day tied up in the full sun. Photo N.Laperruque

At the appointed time, everyone takes their places, in their cars or on their floats. They head to the "starting line," where all the vehicles arrive in the correct order to respect their position within the caravan. Since Skoda is one of the largest partners, we position ourselves at the beginning of the parade.

An impressive logistics package, with 150 vehicles (including 23 hybrids and 19 electrics), many of which transform into incredible floats. A colorful and unusual convoy, whose sole purpose is to get noticed. But beware: behind their unusual appearance, these vehicles must meet the specifications imposed by the organizer, ASO (height, length, weight, materials, safety). While waiting for the green light from the organizers, this whole caravan is getting excited.

It's 9:30 a.m. and the traveling village has been transformed into a dance floor. The caravan forms an impromptu queue, and the atmosphere is electric. “The atmosphere among the caravaners is essential for the smooth running of the caravan.

"It's very hard to last the entire distance of the Tour, the days are very long, it's very physical and like the riders, the caravaners must have a steely mentality. Here it comes down to good humor," one of the sponsors explains to us.

Ten minutes before the departure time, the music stops, the last takeaway coffees are served, and everyone takes their seats. “You're not ready, you're going to get a real adrenaline rush. The departure is the moment of the day. The atmosphere is crazy, we're literally carried along by the crowd,” warns Loïc, a regular at the caravan.

A big expectation from the public

That morning, in the peaceful town of Bayeux, there was a buzz of activity: “Bayeux has no shortage of events, including the Liberation parade, but I’ve never seen so many people as this morning,” says Michael Roussin, a delicatessen owner who works in the starting square: “We have the immense honor of having the start in front of our shop. It’s not good for business, since no one will be shopping this morning. But we’ll probably only see that once we get to Bayeux, and the atmosphere is incredible.”

According to a public survey conducted before the 2013 Tour de France, 47% of spectators came to the roadsides primarily to see the caravan, rather than the riders. As the Skoda tank, followed by the Enyaqs, passed the starting line, the crowd roared and raised their arms. But what were they looking for?

Gifts by the millions

Where there's a caravan, there's a gift distribution. In the back of our Skoda Enyaq, a hostess, strapped to a small platform, frantically throws gifts to the spectators.

The Tour de France caravan brings joy and allows fans, mainly families and children, to keep a tangible souvenir of the day. An estimated 10 million promotional items and samples are offered to the public along the roadsides.

The Skoda brand is not holding back, handing out 550,000 gifts in the car manufacturer's signature color. T-shirts, but especially green bucket hats, one of the most sought-after goodies in the advertising caravan, and the Cochonou bucket hat, the undisputed star of the Tour de France, were on the podium.

For Skoda, the impact is enormous. Photo N. Laperruque.

For Skoda, the impact is enormous. Photo N. Laperruque.

It's 10:30 a.m. and the caravan sets off from Bayeux, two hours before the runners. “We have to keep a certain distance between the caravan and the runners at all times,” explains Clément, our driver. “We're leaving two hours ahead of the runners and we have to arrive one hour ahead. Stopping is out of the question. It's an impossible maneuver in a convoy anyway. Our position in the convoy is also very strict: today, we're driving on the left side of the road. Our hostess, Lise, will therefore only throw the gifts on the left side of the road. This is to avoid any safety issues, such as spectators crossing in front of the cars.”

The caravan is also noisy, a lot of noisy: “At Skoda, we’re lucky. We have loud music all day long, with a real playlist of about twenty songs. On many of the caravan’s floats, it’s a slogan that plays on repeat for three weeks.” We won’t comment on the musical quality of this playlist, but we can imagine the psychological damage a slogan repeated on repeat for three weeks can cause to tired brains.

Ten kilometers of caravan

The events span 10 kilometers. The 150 vehicles in the caravan circulate for more than 30 minutes of entertainment for fans on the roadsides. Thirty-three brands and institutions are represented in the official caravan, including five major partners: Skoda, E. Leclerc, Krys, Continental and LCL, the oldest sponsor (1981). Cochonou (1997) and Haribo (1999) are also among the most loyal, having delighted spectators on the roadsides for many years. If the sponsors are loyal,

The caravan is evolving with much more responsible waste management, as Thomas Cariou, CSR (corporate social responsibility) director at ASO, explains: “Since 2019, we have been implementing a plan to reduce and eliminate plastic. Now, there is a total ban on over-packaging. And even packaging, with the exception of sampling for food hygiene reasons.” But mentalities are also changing under the hood.

Skoda distributes 550,000 gifts each year. Photo N.Laperruque

Skoda distributes 550,000 gifts each year. Photo N.Laperruque

Staying in the Skoda caravan all day also poses certain logistical challenges. Even before leaving, Clément warns us: “Go pee before leaving. It's very important.”

And for good reason, since only one break is planned on the barely five-minute route. “Four Skoda cars must remain behind the tank at all times. We therefore have to anticipate everyone's needs to take a break, midday, alternately. A few hours later, we receive the green light by walkie-talkie. In a village, we pull over to the side of the road.

While relieving their bladders is not complicated for these gentlemen, the operation is more delicate for Lise, our hostess. The first step: unfasten Lise from her harness, which keeps her safe, and then help her out of the vehicle. Lise will then run to the first available house, knock, and ask the owners for hospitality. “We don't have a choice, but people are generally really nice. They're surprised, but we're always well received.”

Skoda electrifies the Tour de France

Skoda has been electrifying the Tour de France since 2021, launching a fully electric caravan. While in previous years, a truck with generators followed, those days are over.

“Today, all the vehicles in the caravan are charging at public charging stations along the route. With the range of Skodas today, we can easily complete the stage without recharging. After the finish, we check in with each vehicle via walkie-talkie. There's a sort of eco-driving competition.”

Upon arrival in Vire, we finished the stage with 49% autonomy, despite covering 201 km. “This evening, on the road to the next stage, we'll be charging our cars at motorway terminals. In 15 minutes max, we'll have refueled. It'll be a chance to have a coffee and take a short break.”

In 2025, even the “130 YEARS” anniversary float will be 100% electric. And after the Tour? The vehicles are either reused for the next edition or restored to their original condition for resale within the Škoda network. Clément, like many team members, is considering returning next year. But what qualities are required to be part of the Škoda caravan?

“The number one criterion is to be friendly. You have to enjoy living in a community for three weeks. You have to be in good shape, because it's always busy. You have to be comfortable speaking, because we're putting on a show. And if you know how to drive, that's a big plus, too.”

Skoda is indispensable to racing. Photo Skoda

Skoda is indispensable to racing. Photo Skoda

Skoda Caravan figures:

-60 mechanics follow the Tour de France caravan every year to ensure vehicle maintenance.

-2 animated floats, one of which can accommodate 4 guests

-4 decorated vehicles with basket and host/hostess in the back

-1 caravan leader vehicle

-2 vehicles driving upstream of the caravan

-30 caravan drivers to provide entertainment as well as a whole logistics team behind: tank drivers, assistance, shared across all the brands managed by the Ideactif agency

-1 traveling showroom, installed in the arrivals areas

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