Strategy 2025

Strategy 2025

The Future Depends on Digitalisation 

As part of Strategy 2025, ŠKODA AUTO is setting up digital solutions not only for its products and sales models but also in production and other internal processes 

he rapid development of digital and online technologies has changed users’ behaviour and expectations regarding cars and mobility. At the same time, it presents a number of opportunities to make ŠKODA AUTO’s operations more efficient and gain new customers. With Strategy 2025, the carmaker is responding to these trends and paving the way to reach its ambitious goals in the field of digitalisation (see the Goals of the Digitalisation Strategy column). Its current challenges include improving customer experience and satisfaction, making full use of its data and improving cross-functional cooperation to leverage the full potential of digital technologies. Therefore, the carmaker’s Board of Directors decided to establish a brand-new department to help in this regard. Baureihe Connectivity (or Connectivity Product Line) became operational on 1 December and is tasked with all car-related digital services (see the Digital Products as Good as our Cars section).

Projects already in operation

In this way, ŠKODA AUTO is continuing its transformation into a Simply Clever Company for the best mobility solutions and building on steps already taken. Doing so has enabled it to focus on the topics of innovative mobility concepts, car connectivity and internal digitalisation. An important first step to implement this digital strategy was the establishment of the GG – Company Development and Digitalisation department and the ŠKODA AUTO DigiLab. As a source of new innovative solutions, the latter is a main driver for the mobility strategy as well as new technologies such as artificial intelligence (AI) and discovery of other digital business opportunities. Its current portfolio of 48 projects from the Czech Republic, Israel, China and India includes successfully launched services like the peer-to-peer carsharing platform HoppyGo, the BeRider electroscooter-sharing network or Israeli cyber security and AI projects. But digital transformation has become a major topic in all business areas with the digitalisation of internal processes. Two examples from among several digitalisation initiatives are the dProduction project at the Kvasiny plant and the introduction of the IPP project (Integrated Planning Process), which focuses on consistency and transparency across areas by using data and integrating tools throughout the planning process. Another step leading to a wider use of data analysis in ŠKODA AUTO is the deployment of Power BI. ED

Digital Products as Good as our Cars

The new GX – Connectivity Product Line department, which will cover the development of digital services for the carmaker’s customers, was established on 1 December and is headed by Sebastian Lasek.

What is the main task of the new department?

Our main task is to develop online services for connected cars and bring them to the customer. We have to focus more on the ease of use of our digital services and how we communicate those functions. We are still too slow in adapting to the market as our development cycle takes too long. The change in the organisational form represents an ideal opportunity to optimise our way of working together and implementing agile processes. We can reduce our internal project costs, speed up development and improve the quality of our projects. In the short to medium term, we have to improve the appeal of our portfolio of services and definitely also their reliability.

Which of ŠKODA AUTO’s digitalisation projects do you consider the most successful and would you like to follow up on?

Years ago, I was proud of the early stages of connectivity with the KODIAQ model. However, the view of what we perceive as success is gradually changing as we constantly try to take things to the next level. In the field of digitalisation, we are running several promising projects, and I’m very pleased, for example, that ŠKODA AUTO is developing its own infotainment web applications and doesn’t simply use those from the Group. On behalf of the VW Group, we are also in charge of supplying software for services based on the car’s location or voice control applications for home devices. However, my job is not to be satisfied; I have to push for improvement all the time. We still have a lot of work to do.

In which direction should the carmaker be heading in the digital field?

ŠKODA AUTO must be in the world of digital products what it is as a brand in the world of cars – always bringing something extra, offering Simply Clever solutions, breaking down impractical functions and improving the current functionality to excite its customers. People will only use products on a daily basis if they’re satisfied with them, and active use is extremely important to our digital portfolio.

Which upcoming products are you looking forward to the most?

I can’t wait to drive the ENYAQ iV. And I don’t just mean the great car but the entire package. The next two connectivity functionality packages will be launched at the beginning and the end of 2021. I’m also looking forward to the development of our infotainment web applications. For the first time, we can evaluate customer behaviour in depth and examine sensor data to improve the customer experience and, thanks to that, improve user experience and update car functionality in a matter of weeks. My ambition is not only to talk about things but also to make them happen. ED