Škoda has renewed its partnership with X Factor for a fifth consecutive year, with the Škoda Epiq—its newest electric urban crossover—taking center stage in the 2026 season. The collaboration, managed through Sky Brand Solutions, aligns the automaker with one of Italy’s most-watched entertainment platforms, continuing a bond built over years of shared branding and audience engagement. The partnership is part of Škoda’s broader strategy to engage with younger demographics through high-profile cultural touchpoints, leveraging the show’s status as a Sky Original produced by Fremantle—a collaboration that has proven effective in driving brand visibility across Sky’s platforms, including linear TV and NOW’s on-demand streaming service.
The Epiq, launched in May, will serve as the official vehicle for judges and contestants, ferrying them between locations in a model Škoda describes as a “symbol of positive energy and freedom of expression.” Its spacious, adaptable design is intended to mirror the emotional and creative journey of the show’s participants, offering a practical backdrop for their stories.
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Škoda’s role extends beyond the screen. The brand positions itself as a “facilitator of talent,” framing its partnership as an extension of its values, exploration, personal growth, and pushing boundaries. The automaker sees parallels between its mission and X Factor’s platform for discovering and nurturing new artistic voices. “Škoda si propone come abilitatore del talento che crea opportunità, apre nuove prospettive e aiuta le persone a trasformare curiosità, passione e determinazione in risultati concreti,” the company states, emphasizing how mobility can enable ambition. This alignment is further strengthened by Škoda’s emphasis on accessibility, both in terms of its vehicle’s affordability and its commitment to supporting emerging talent through initiatives tied to the show.
Launch Party Highlights Epiq
This year’s partnership kicked off with the X Factor 2026 Launch Party on September 8, where the Epiq was the focal point of an event blending live music and fan interaction at Milan’s Ex Macello. The crossover’s compact yet versatile design aligns with the show’s young, diverse audience, a demographic Škoda aims to attract as it expands its electric lineup.
The Epiq arrives in Italy in two trims: the Epiq 35 and Epiq 55, both targeting affordable zero-emission mobility. Its presence in X Factor shows Škoda’s push to rebrand itself as accessible and forward-thinking, especially among younger consumers who value sustainability without sacrificing style. The vehicle’s urban-focused design, combined with its competitive pricing, positions it as a practical choice for city dwellers who prioritize environmental responsibility but also seek a vehicle that reflects their dynamic lifestyle, a message amplified by its association with a show that celebrates individuality and movement.
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Backstage Travel and Digital Rewards
The crossover’s role in the show includes practical use in backstage travel, with behind-the-scenes footage highlighting the Epiq’s presence. Škoda Italia will also involve its community through digital activities and initiatives, offering exclusive rewards and participation opportunities, including access to live moments of the program.
This isn’t Škoda’s first foray into talent shows. The Epiq’s debut in X Factor marks another step in the automaker’s shift toward electric mobility, using cultural relevance to drive adoption. The crossover’s compact size and urban focus make it a natural fit for a program that celebrates individuality and movement, both literal and artistic. Škoda’s decision to feature the Epiq in this context also shows its commitment to sustainability, as the vehicle’s zero-emission capabilities align with the values of a younger, environmentally conscious audience that the show actively cultivates.
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Epiq Becomes Lifestyle Icon
For viewers, the Epiq’s prominence in the show could reinforce its appeal as a lifestyle choice, not just a vehicle. The partnership suggests Škoda is betting that associating with X Factor’s energy will translate into real-world interest, particularly among the show’s core demographic.
Regardless, the collaboration ensures Škoda remains visible in a space where youth culture and mobility intersect. Starting September 10, the Epiq will be as much a part of X Factor’s narrative as the contestants themselves, blending practicality with the show’s signature drama. The crossover’s presence will extend beyond the screen through Škoda’s digital platforms, where fans can explore the Epiq’s features, test drive opportunities, and exclusive content tied to the show, creating a seamless transition from entertainment to brand engagement.
