Target Summit: Change continues
The Target Summit underlined that even after a strong year, the company cannot ease off. Management presented the updated Next Level Škoda Strategy and stressed the need to simplify processes, speed up decision-making and respond more quickly to shifts in the automotive industry. Artificial intelligence will play a key role, becoming an integral part of everyday work across the business.
We Must Stay Alert As Change Continues
The Target Summit conference signalled the changes and steps that await the carmaker and its employees this year. A few days later, management presented them as part of Strategy Talk.
Škoda Auto had a very successful 2025. At the Target Summit, it summarised its goals for this year and updated its Next Level Škoda Strategy (see Strategic Priorities). CEO Klaus Zellmer thanked all Škoda employees for their contribution to last year’s success. “Past results are no guarantee of future success. Complacency is the biggest risk in a period of transformation,” warned K. Zellmer.
Updated Next Level Škoda Strategy
Brand & Market
1
Most Attractive Brand for Everyday Explorers
2
Top 3 Market Shares in Europe
3
Growing Business in India & Overseas
Product & Customer
4
Desirable & Accessible Products & Services
5
Simply Clever Customer Experience
6
Customer Centric Quality
People & Company
7
High Performance Organization
8
Smart Sustainability
9
Next Level Efficiency+
AI in every process
Transformation is ongoing
Although Škoda Auto is coping very well with the current changes, it must continue to transform. The automotive industry must address both growing demands for lower emissions and the increasing digitalisation of cars. According to K. Zellmer, to sustain its success, the carmaker needs to simplify its internal structures and processes, speed up decision-making and remove internal barriers.
AI in every process
To achieve these goals, the carmaker must move towards more intensive use of artificial intelligence (AI). “This can help us increase productivity and quality, across development, production, sales and administration. At the same time, it is important to realise that AI is not only an IT matter; it is a management responsibility,” emphasised the carmaker’s CEO. Among other things, this places new demands on managers who should set an example for others in the use of AI and be willing to make decisions and be consistent in their communication. Intensive employee training will also help with the changes. As a result, AI should extend into every process at Škoda Auto. In this regard, a comprehensive review of the use of AI and its further potential will take place in the first three months of 2026, which should result in the formulation of clear goals for the “AI in every process” strategy that the carmaker is promoting.
Strategy Talk
This year’s first event of this kind took place on 22 January in the Laurin & Klement Kampus conference hall. The event was attended by 366 employees. They had the opportunity to learn in detail about the newly updated Next Level Škoda Strategy and its priorities for 2026, which were presented by Andreas Dick, Board Member for Production and Logistics, Stefan Wünschmann, Head of GS – Corporate & Product Strategy (see photo) and Christian Cahn von Seelen, Head of GSC – Corporate Strategy & Regional Strategy, along with other members of this team. The programme also included a lively discussion with Škoda Auto management, during which there were stimulating questions and answers on current topics. A recording of the event will be available on Škoda Space.
Info
Strategic priorities
A strong focus on customer needs is also crucial for the future of Škoda Auto. By meeting these needs, Škoda wishes to be the most attractive brand for everyday explorers. Its goal is to remain among the top three best-selling brands in Europe and to grow in India and other international markets. It also wishes to appeal even more to younger audiences and women and offer a wide portfolio of models with a broad range of powertrains. It will listen more closely to the wishes of customers who will have a greater influence on car improvements. Škoda also aims to produce cars whose functionality and design will be preferred by customers.
Strategy