23rd April 2026, Warsaw: Škoda, in collaboration with Dentsu Creative, has launched Non Driver Assist, a programme designed to support licensed drivers who have stopped driving due to fear.
For many, driving represents independence and freedom. But for millions, it is also a crippling source of anxiety. In Poland alone, an estimated 2.5 million licensed drivers have stopped getting behind the wheel. In a country where 40% have no alternative to car travel, not driving means social exclusion, including lost jobs, missed appointments and severed connections.
A new study conducted by Škoda, surveying 709 participants, uncovered the scale of the issue and the surprising fears holding people back. For some, this includes fear of other drivers’ reactions such as honking or aggression, cited by 32% of anxious drivers, while others struggle with concerns around making mistakes (15%) or crossing bridges (6%). Reinforcing the need for structured, real-world support.
Non Driver Assist is the first feature designed for people who don’t drive, setting a new standard for what car ownership should include. It offers a structured programme that helps drivers overcome emotional barriers and rebuild confidence, with sessions tailored across three levels depending on experience.
Developed in partnership with the Škoda Auto Driving School, Non Driver Assist combines psychological support with practical driving training, delivered by certified instructors and psychologists in controlled environments. Participants train in Škoda vehicles equipped with advanced driver assistance programmes, designed to increase control and reduce stress in real-world conditions.
How it works:
- Initiate support: When anxiety holds you back, book an appointment on the website – support is just one tap away
- Identify the fear: A consultation with a trained/certified psychologist helps identify what’s standing in your way / your specific challenges
- Build confidence: A specialist instructor guides you through tailored driving sessions, rebuilding confidence at your own pace
After an accident, a stressful or traumatic experience, or time away from the road, returning to driving can feel overwhelming. Fears manifest in many ways, requiring skilled, bespoke intervention. Even common road scenarios can be a barrier, with 9% of drivers reporting anxiety around roundabouts, 7% around left turns and 6% around bridges, reinforcing the need for consistent, real-world support, in environments designed to build control and reduce stress.
The programme is supported by a campaign designed to drive awareness and remove the stigma of driving anxiety, with a series of documentary-style films following individuals on their journey back to driving, highlighting the transformational impact of the programme, while an OOH campaign reinforces the prevalence of individual fears, normalising them.
This approach is already driving strong engagement: the first batch of psychologist consultations were all booked within the first week; 83% of consumers agree the programme addresses a real need, and 66% of non-active drivers would consider taking part. Traffic to Škoda’s driving course pages has increased by 492%.
Arkadiusz Gwizdek, Chief Marketing Officer, Skoda Polska said: “The automotive industry has always focused on those who already drive. At Skoda, we have always aimed to stay close to consumers by listening to their needs. That is how we identified an opportunity to help the millions who do not drive. Available to every Skoda owner across Poland, Non Driver Assist aims to set a new standard by helping anxious drivers overcome their fears and get back behind the wheel.”
Marcin Sosinski, Chief Creative Officer, Dentsu Creative Central Europe said: “Like airbags or Roadside Assist, Non Driver Assist is an integral part of Skoda ownership. A feature that can be accessed whenever it might be needed, now or in the future.
“Non Driver Assist is a powerful example of what happens when brands operate with empathy, to identify and solve real human problems. Not as one offs, apps or campaigns, but as a permanent part of car ownership. By addressing the emotional barriers that prevent millions from driving, Škoda is redefining what accessibility means in the automotive category.”
