“We have built the whole brand strategy by placing people first. From our purpose work done with extensive deep interviewing to our definition of customer group, our goal was to place people at the center – we’re the human brand after all,” says Antonio Mineo, coordinator of Škoda Brand strategy team. “However, we are not focusing on the rational side only, we also answer their emotional needs. We have discovered that our customers are genuinely curious and excited to explore the world around them – not only do they love to be outdoors, but they also love to go places, encounter new cultures, they are open to new experiences in general, and we want to answer their desire for exploration.”
"Our customers are genuinely curious and excited to explore the world around them."