Customers and AI take centre stage
One of the year’s biggest internal events, the MMK management conference, was held for the first time at the spacious Křižík Pavilions on the Prague Exhibition Grounds under the slogan “Take Charge – Shaping the Next 130 Years”. The event aimed to strengthen corporate culture, gather direct customer feedback, expand knowledge of artificial intelligence and develop modern management methods.
Focus on Customers and AI
MMK 2025: Approximately 600 senior managers from all areas of Škoda Auto attended the internal MMK management conference, which was held for the first time at the Křižík Pavilions in Prague.
Topic
One of Škoda Auto’s biggest internal events of the year took place on 10 and 11 September under the slogan Take Charge – Shaping the Next 130 Years. The aim was to strengthen the corporate culture, provide direct feedback from customers, deepen knowledge in the field of artificial intelligence and develop modern ways of leadership. The venue was the Křižík Pavilions at the Prague Exhibition Grounds in Holešovice. Key presentations took place in the main hall, while separate exhibitions, including an exhibition of competing cars, were prepared in other areas. Participants could see the spacious Vision O electric estate car concept and learned more about the upcoming Epiq and large electric SUV and found out new features in the MyŠkoda app. Of course, the carmaker’s 130th anniversary did not go unmentioned.
Klaus Zellmer, CEO, summarised the key topics at the conference. “Now we need to secure our position, take the initiative, and lay the foundations for the next 130 years. And we’re succeeding – in the first half of the year, we delivered excellent financial results despite the challenging environment in the industry,” said K. Zellmer. He mentioned the significant increase in sales of Škoda cars, including the Enyaq and Elroq electric cars, which were among the most sought-after in Europe in the first half of the year. In addition to the record results, he also pointed out that Škoda became the third best-selling brand in Europe.
This was my first time attending a management meeting like this, and my overall impression is very positive. For example, I liked the comparison of competing cars and the breathtaking presentation of our new products, including the Vision O concept at the end of the program. The lectures focused on leadership and the practical use of AI technology were very inspiring. The informal meeting with the company‘s management and other colleagues was also interesting, as was the panel discussion with our customers.
Vladimír Sedláček
Head of PFO-I – Internal Logistics MBO
Artificial intelligence as a tool of the future
Škoda Auto has the potential to become one of the world’s most successful carmakers. To achieve this goal and maintain it in the long term, it must integrate artificial intelligence into its processes as effectively as possible. For example, AI can help improve financial results through better sales planning. “In the future, we’ll launch a pilot project using AI to redesign job roles – to identify which tasks can be improved with its help. This is not about reducing headcount, but about freeing up more capacity for higher‑value work such as innovation, strategy, and customer focus,” added K. Zellmer.
Artificial intelligence was addressed not only by the CEO but also by several booths and workshops in the unique Nová Spirála space. Steve Basra, Global Director for the Automotive Industry at Google, also spoke about trends and practical applications of AI.
1,140 m²
Total area of outdoor booths
825 m
Total length of fences
415 m²
Area of decorative curtains in Hall B
Customer focus and data utilisation
The car manufacturer has placed the customer at the center of attention since its founding. This approach is even more important now. The carmaker’s success is based on the principles of Human Touch: empathy, courage to face challenges and a pro-active approach to customer requirements. Their needs can best be met with a deep understanding of data. You cannot rely solely on experience and estimates.
MMK participants tried this out in an unusual way – through the Experience Bar. An incomprehensible menu, unhelpful staff, unavailable drinks and a complicated bill. They had to go through all of this, and their reactions clearly showed how strongly the quality of the customer experience affects satisfaction and loyalty. Specifically, it was mentioned that while the carmaker excels in the quality of its car design and car handling and practicality, especially for families or in the reliable service network, it still faces challenges in improving the car’s software equipment and the customer experience with infotainment.
Success is based on leadership development
The challenges in the automotive industry also require a modern approach to leadership. Radka Dohnalová from ATAIRU and Gabriela Končitíková from the Tomáš Baťa Foundation focused on this in their contributions. They showed the carmaker’s managers how to be pro‑active, courageous and prepared to face obstacles.
Maren Gräf, Board Member for People & Culture, also spoke about courageous leadership. “Our Employees call for Bold Leadership. You may ask what it means? Not the loudest, the wildest nor necessarily the smartest people are the real leaders. In my view, this are those who have the courage to make decisions, to be close to the people with trust and inspiration,” said M. Gräf. She also focused on the results of the annual CMX – Cultural Mindset Index survey.
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How MMK was prepared
More than a thousand people from Škoda Auto, production, suppliers, and other partners were involved in organizing the conference. It was therefore a major challenge requiring careful planning and coordination between many teams. „This year, we started preparations several months in advance because we knew that the success of the event would depend on every detail,“ says Pavel Miffek from the SX – Transformation department. Everything had to be taken care of, from the program content and logistics to accommodation and transportation for guests, as well as technical support and communication. „It was a great opportunity to show how we can work together as a team across departments. Everyone contributed their part, and the result was truly professional. I am most pleased that we not only managed the organizational side, but also created an inspiring atmosphere for all participants. The conference was not just about presentations – it was a platform for sharing visions, inspiration, and strengthening cooperation across the entire organization,“ emphasized P. Miffek.