Škoda Auto India with its deep-rooted connection with cycling has brought the inaugural L’Étape Mysuru by Tour de France. Serving as the title sponsor for the event, Škoda Auto India extended the brand’s impressive 23-year global association with the Tour de France to India, whilst celebrating its own 130-year cycling heritage.
The relationship between Škoda Auto and cycling traces all the way back to 1895, when founders Václav Laurin and Václav Klement started their journey by manufacturing bicycles in Mladá Boleslav. Through L’Étape Mysuru, this long-standing global connection found a fresh expression in India, offering local cycling enthusiasts a chance to experience the energy of the world’s most iconic cycling event set against the backdrop of Mysuru.
Ashish Gupta, Brand Director at Škoda Auto India, pointed out that cycling has been an integral part of Škoda Auto’s identity since its founding days. He highlighted that bringing L’Étape by Tour de France to India felt like a natural extension of that history. What initially began with a single bicycle back in 1895 has expanded into a worldwide relationship with the sport, encompassing professional racing, amateur participation, and cycling communities. He noted that L’Étape Mysuru allows the brand to bring this legacy to India in an experiential, inclusive way, creating a dedicated platform for people to connect with the sport, the community, and the spirit of discovery that cycling represents.
The inaugural event brought together over 1,500 cycling enthusiasts from across India and international regions, merging the global spirit of Škoda’s cycling legacy with a distinctly Indian setting. The rally blended the sporting atmosphere of Tour de France-inspired cycling with Mysuru’s rich culture, heritage, and landscapes, including the famous Chamundi Hills.
For Škoda Auto India, this title sponsorship goes far beyond a single event. It reflects the company’s belief that mobility empowers people to discover new places, connect with local communities, and experience the world from a fresh perspective. By introducing L’Étape to the country, Škoda Auto India continues to build on its global cycling heritage, linking its roots in Mladá Boleslav with a new generation of Indian cycling enthusiasts.
