Famous Czech carmaker has sights set on road ahead

Editor's note: The following company overview is based on information provided by Skoda.

About Skoda

The Czech manufacturer Skoda is one of the longest-established automotive companies in the world. The company's origins lie in the pioneering days of the automobile - it was founded in 1895 as Laurin & Klement - and it has a 121-year tradition of design, craftsmanship and engineering skills.

Over the past 25 years, since joining forces with the Volkswagen Group, the company has developed into a volume manufacturer of mid-price automobiles with a presence in over 100 markets. China has been Skoda's largest single market since 2010, and now accounts for one-quarter of the company's total sales.

Skoda offers a comprehensive range of six locally produced cars to Chinese customers: the Octavia, Fabia, Rapid, Rapid Spaceback, Yeti and its new flagship model, the Superb.

How is Skoda doing?

Skoda has entered a new era, and it sold over 1 million vehicles in 2015. The company has now set itself the challenging target of offering customers the best overall package in each of its segments. The automotive industry as a whole is facing major challenges. In this environment, Skoda will continue to invest in the brand's future. This will specifically involve alternative automotive concepts, the digitization of individual mobility and the expansion of its SUV model range. To these ends, the company is investing in the development of new-energy vehicles and future-oriented automotive technologies such as connectivity, driver assistance systems and infotainment. Its aim it says is to "shape the future for people in cars".

The Chinese market

Skoda sold over 280,000 units in China last year, a new record for the company. Its SUV strategy is the key initiative for its further growth in the Chinese market. Chinese customers' interest in modern SUVs has been demonstrated through the sales of the Yeti, Skoda's first model in the SUV segment. It achieved very successful market performance in China after its relaunch in August 2015. Skoda is currently preparing a comprehensive SUV campaign for the Chinese market with its joint venture partner SAIC Volkswagen. In relation to this, the Skoda VisionS design study will be presented to the Chinese public for the first time at the end of April at the auto show in Beijing. The VisionS provides a glimpse of the new large SUV Skoda model whose launch in China is planned for 2017. As part of the SUV campaign, another body variant of Skoda's large SUV is already in development. In addition, the brand intends to bring out a crossover utility vehicle for China.

CEO Bernhard Maier

Very few top managers of a major car company can boast the fact that they have worked their way up to such a position from studying to be a mechanic. However, this is what Bernhard Maier did. Maier, who was born near Schwabisch Gmund, Germany, continued to study after receiving his apprenticeship diploma and he eventually completed a master's degree in business administration. Between 1988 and 2001, he held various positions at BMW. Then he moved to Porsche, where he assumed the role of sales director as a member of the board of directors, during which time the sales figures doubled. In November 2015, he became CEO of Skoda Auto.

(China Daily 03/30/2016 page7)