ŠKODA AUTO a.s. HISTORY OF THE BRAND ŠKODA AUTO. Libor Myska Sales Controlling. The next year we celebrate the 110 th Anniversary
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1 ŠKODA AUTO a.s. HISTORY OF THE BRAND ŠKODA AUTO Libor Myska Sales Controlling The next year we celebrate the 110 th Anniversary Mladá Boleslav, 6th October
2 ŠKODA AUTO a.s. 16th April 1991 VW share 30% VOLKSWAGEN GROUP CURRENT MANAGEMENT STRUCTURE VOLKSWAGEN GROUP 19th December th December 1995 VW share 60.3% VW share 70% VOLKSWAGEN brand group AUDI brand group Commercial Vehicles Financial services Europcar Other companies within the Group 30th May 2000 VW share 100% 2
3 REASONS FOR VOLKSWAGEN S INVESTMENT IN THE CZECH REPUBLIC The Czech government searched for a strategic partner in the car manufacturing industry Short or medium-term growth of car demand in Central and Eastern Europe High-quality car production and technical standards plus cost advantages due to location High technical skills / knowledge of Škoda employees ŠKODA AUTO MARKETS IN 1991 N FIN DK NL GB PL B D A F CH 1 H I BG P E GR Tu rkey Malta C ypr us 13 Russia Exp ort to 30 coun tries Sales: 172,000 ŠKOD A cars so ld Iceland 3
4 ŠKODA AUTO MARKETS IN 2003 MARKET SHARES IN WESTERN AND CENTRAL EUROPE 2003 N S FIN Russia DK NL IR GB PL B D CZSK Uk ra ine F CH A H ROM I BG P E GR Turkey Marocco Ma l ta Cyprus China Kore a India Nepal Saudi Arabia Thail and Ghana Yemen Si ngapore Panama Exp ort to 80 coun tries Sales: 450,000 ŠKOD A cars so ld Dom. Rep. Gu ad elo u pe 15 Salvador Barbados Co lumb ia Salvador Ecuador Br asi l Chile Paraguay Iceland Uruguay Volkswagen Group market share in Western Europe ŠkodaAuto market share in Central Europe 18.2 % 18.1 % Renault 10.7 % VW Group (VW, Audi, Seat) 10.1 % Fiat 9.8 % Opel 9.3 % Peugeot 7.3 % Toyota 6.2 % Ford 5.2 % Suzuki 4.9 % Citroen 4.7 % VW Group market share in Western Europe is the equivalent of Škoda's in Central Europe. CEE: Czech Republic, Slovakia, Hungary, Poland, Croazia, Slovenia 4
5 SEGMENT COVERAGE IN 2003 CHANGES WITHIN ŠKODA EVOLUTION D segment Sedan Hatchback Estate LCV Škoda Fabia Škoda Superb C segment B segment Škoda Felicia Škoda Octavia price-valuebrand A segment Škoda Favorit A0 segment A00 segment price brand 5
6 COMPETITIVE EINVIRONMENT OF ŠKODA Strategic PAST Volvo Re nault TODAY / FU TURE Re nault (Intelligence): Peugeot (Attractiveness):"De sign Volv o (De dication): "Space concept "Detail solutions "Production concept "Price-Value-Relation "Customer relation/ Dealer Network "Family oriented ŠKODA AUTO ANNUAL SALES, SHARE OF EXPORT 172,000 30% 70% 460, , ,525 Export 82% 385, ,500 82% 84% CZ 336,334 80% 78% 261,000 72% 67% 33% 28% 22% 20% 18% 18% 16% 449,758 84% 16% Oper ative Peugeot, Fiat, Opel, Ford Peugeot, Renault, Opel, Fiat, Ford
7 ŠKODA AUTO SHARES OF TURNOVER BY REGION 59% 59% 59% Western Europe Czech Republic 58% Cent. and East. Europe Asia/Oversee 56% 19% 18% 18% 17% 17% 19% 20% 20% 22% 19% 3% 4% 3% 5% 5% ŠKODA AUTO INVESTMENT ACTIVITIES Investment activity (in bln. CZK) Investment ratio (in % of turnover) % 9.7% 6.5 % Benchmark % % %
8 ŠKODA AUTO OPERATING PROFIT (local accounting) Operating Profit/Loss Op. Profit Margin (%) mil. CZK , , , ,206 5,237 5,204 4, , , EMERGING MARKETS: GROWTH OPPORTUNITY Passen. car ownership (cars / 000 pop) IN 0 Central Eu ro pe RU UA CH PL SK CZ HU P Western E urope E I G F AT GB 0 5,000 10,000 15,000 20,000 25,000 GDP per capita (USD) AT-Aust ria CH- China CZ-Cze ch Re pub lic E-Spa in F -F ran ce G- Ger ma ny HU- Hung ary GB- Great Britain IN India I- Italia P-Por tug al PL- Polan d RU- Russia SK-Slov akia UA-Ukraine 8
9 QUO VADIS SKODA? Profitability High-end Niche Brands e. g. Bent ley, Buga tti, La mb org hini, Rolls -Roy ce, M ayba ch, Por sche, Fe rr ari, Hummer Potential Stars e. g. Jag uar, Le xus, Inf initi Lifestyle Niche Brands e. g. Sma rt, M ini, Scion, Will Premium Brands e. g. BM W, Audi, M erce des - Benz, Volvo Brand Value destroyer e. g. Plymo uth, Old smo bile, F iat, Rov er, Dae woo Volume-Time-Table Škoda ,0 00 Ac tual Stuck in the middle e. g. Škod, a, Chr ysler 500,000 cars p.a ,0 00 Strategy ,000,0 00 Vision Volume Brands e. g. T oyot a, F ord, Volkswa gen, Peug eot, Re nau lt, Op el Nissan, Honda, Mazda, Daih atsu, Kia Volume STRATEGIC TARGETS Products: " Establishing 4 volume product lines and adding an emotional product " Total Škoda: = 600,000 p.a. till 2008 and = 1,000,000 p.a. till 2015 Target markets: " Market share in Western Europe > 2% " No.1 in market share in Central Europe " Establishing of CKD-Strategy to conquer other markets in Eastern Europe and Asia, incl. China Profitability: " 9% Investment revenue " 6.5% Operative Result - Average result contribution = 25% - Average fixed costs = 17.5% " Self-financing Source : Bernd Gottschalk, Ralf Kalmbach - Markenmanagement in der Automobilindustrie 9
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