ŠKODA AUTO launches Sales & After Sales Training Academy

› New facility for training the Czech carmaker’s importers and trading partners from around the world
› Increasing quality and efficiency through the systematic use of digital tools such as virtual reality and artificial intelligence
› Training courses focus on electromobility and vehicle digitalisation

Mladá Boleslav, 11 November 2021 – ŠKODA AUTO is merging its sales and after-sales training programmes at the newly established ‘Sales & After Sales Training Academy’. The Czech car manufacturer is standardising its training courses for international importers and dealers and increasing the quality and efficiency of its education programmes. The new facility will also be collaborating with schools and universities to promote the culture of innovation.

“With our new Sales & After Sales Training Academy, we are taking the next step by adopting a holistic digital approach. For example, we will be using technologies such as virtual/augmented reality and artificial intelligence to realistically simulate everyday situations at the dealership, enhance training content in a targeted manner and increase the quality of advice. The online training format simplifies the processes and improves our efficiency.”


Martin Jahn, ŠKODA AUTO Board Member for Sales and Marketing

The new ŠKODA Sales & After Sales Training Academy aims to modernise training technologies and become a digital competence centre. The training content focuses on the future topics of electromobility and digitalisation. The Academy will develop suitable strategies for partners specific to the individual regions. The new institution will also be collaborating with schools and universities to promote the culture of innovation.

ŠKODA AUTO is focusing on using digital technologies in its training programmes. Since 2020, for example, service staff have been able to use virtual reality to simulate replacing the battery in the manufacturer’s all-electric models. Artificial intelligence also plays an important role in the new ŠKODA Sales & After Sales Training Academy. Digital assistants can respond flexibly and directly to speech and simulate interactions at the dealership and in customer service. This technology is helping to improve the professional quality of customer service. Conducting training online also significantly reduces the need for travel – and thus the carbon footprint of ŠKODA AUTO’s sales network.