Škoda Middle East’s Managing Director, Lukas Honzak on Innovation, Heritage, and a Bold Regional Vision
Shereen Shabnam
With a legacy spanning over 130 years, Škoda Auto has evolved from bicycle manufacturing to becoming one of Europe’s top-selling car brands and now, it is accelerating its momentum across the Middle East.
At the helm of this regional transformation is Lukas Honzak, Managing Director of Škoda Middle East, who is steering the brand’s expansion with a unique blend of innovation, heritage, and customer-first thinking. As the only region to register significant growth in 2024, the Middle East is a key market for Škoda and one that embraces digital retail, appreciates European craftsmanship, and demands smart, future-ready mobility.
In this exclusive conversation, Lukas shares insights into Škoda’s growth strategy, upcoming model launches, and how the brand continues to deliver “Simply Clever” solutions tailored to regional drivers.
ON LEVERAGING A RICH LEGACY
“It has been a long journey,” says Lukas, reflecting on Škoda standing as one of the world’s oldest car manufacturers. “We carry our 130 years of Škoda’s legacy with pride and respect. Our success lies in our ability to combine heritage and authenticity with a relentless pursuit of innovation. While we have such rich history in place, we know it doesn’t guarantee future success. In this fast-paced world, brands like ours must be proactive, and we at Škoda are constantly innovating to offer vehicles that suit the needs of the market. With a foundation built on craftsmanship, the brand continues to offer vehicles that fuse engineering excellence with sustainability and design integrity. This enduring legacy of innovation and progress not only resonates in Europe but also offers a distinct value proposition for the discerning Middle Eastern customer.”
Strategic Drivers for Regional Growth
Recognizing the unique demands of the region, Lukas and his team have carved out a strategy rooted in offering “value for money,” European-quality vehicles that cater to families and adventurers alike. “We believe in being relevant,” Lukas states. “Our spacious, comfortable cars like the Kodiaq are ideal for weekend escapes and urban commuting.” New models tailored for versatile lifestyles are being introduced to ensure that Škoda remains a perfect fit for regional markets.
SIMPLY CLEVER IN EVERY SENSE
“Simply Clever” is more than just a slogan – it is a guiding philosophy that defines how we design and deliver our vehicles. It is a promise of practicality and smart, user-friendly innovations that make every day driving easier, more comfortable and more intuitive to our customers. Lukas points out how regional drivers are particularly drawn to the small, thoughtful touches in Škoda cars. “From smart dials that manage multiple features to umbrellas tucked inside the doors, our cars are full of pleasant surprises.” These intuitive features, including easy parking aids and ingenious storage solutions, are tailor-made for both convenience and delight.
RESPONDING TO EVOLVING CUSTOMER TRENDS
Lukas explains that the Middle East’s youthful, tech-forward demographic is shaping product development. “We are expanding our product portfolio to meet the needs of younger generations and growing families,” he says. Advanced and intuitive infotainment systems, accessible pricing, and enhanced safety are key ingredients in this expansion. “We are bringing new trims and models like the Octavia that offer both technical innovation and everyday usability. And while we introduce numerous digital touchpoints also in our showrooms, we keep the human touch for added security and customer satisfaction.”
Digitally Transforming the Retail Journey
As a strategic step in the Škoda expansion in the Middle East, Škoda is redefining automotive retail experience in the region through a wave of next-generation showrooms that put the customer experience first. Every new facility shares an inviting, lounge-style layout with plenty of natural light and communal seating, designed to feel more like a modern workspace than a traditional dealership.
“Our UAE customers are welcome to explore the vast range of Škoda models in several locations, including the two latest flagship showrooms that our local dealer Ali & Sons opened in Abu Dhabi and Dubai. As the modern customers embrace a more digital-first approach in their car-buying process, Škoda is answering their needs through a seamless blend of online convenience and in-showroom interactivity. Our customers can explore our models online through 360 visualizer, instantly check vehicle availability through stock locator, or get real-time answers via our AI powered “Laura” chatbot or a live chat with our customer service agents.”
Once in-store, the digital experience continues with a suite of digital touchpoints designed to enhance engagement and streamline decision-making. Interactive touchscreen stands accompany every displayed vehicle, offering detailed specs, videos and car options. Large format digital screens bring Škoda engineering to life with videos of simply clever features and top-safety options. Interactive digital tables allow families to explore options together – customizing trims, testing colour combinations, and enjoying digital games, keeping everyone entertained. This holistic digital ecosystem ensures that every moment, from first click to a handshake, is intuitive, emotionally engaging and true to Škoda customer-first focus.
Behind the scenes, integrated after-sales bays and on-site parts hubs shorten service times, and sustainable materials, from recycled flooring to energy-efficient LED lighting, reflect Škoda’s environmental goals. The result is a cohesive network of spaces that make exploring, buying and owning a Škoda both easy and enjoyable, setting a new standard for customer-centred automotive retail in the region.
The AI powered Laura chatbot continues her support post-purchase too, as voice-activated AI assistant in the car. “Laura is a game-changer,” says Lukas. “She helps customers interact with the car in a more natural way, whether it’s navigating, managing media, or making adjustments with just voice commands and makes customer journeys more seamless than ever.
Adapting to Local Cultures and Preferences
Cultural localisation has also been a focus. Lukas notes that the Middle East’s preference for both sedans and SUVs led Škoda to offer a diverse range catering to different needs. “We are proud of our value-for-money proposition,” he says, adding that the brand is actively engaging younger audiences and families through sports sponsorships and community-building efforts. For instance, L’Étape Dubai by Tour de France came to Dubai for the first time ever in 2025, and Škoda, a proud supporter of cycling, invited the community to be part of this historic moment!
ESTABLISHING A ROBUST RETAIL NETWORK
“We made a conscious effort to select the best retail partners for long-term growth,” Lukas shares. With strong partnerships forming the foundation of market penetration, Škoda also increases brand visibility through community engagement, creating a sense of belonging around the brand.”
LEADERSHIP AND PURPOSE
Lukas brings a deep sense of purpose to his role. “I want to bring the brand to the whole region with quality cars,” he says. “It’s exciting to see customers discovering the world of Škoda, forming connections with our cars and our values.” For him, the human touch philosophy is central to how he leads and engages with customers.
LOOKING AHEAD
With new and upcoming showrooms and service facilities in the UAE, Qatar, Oman and Saudi Arabia, the future looks bright for Škoda Middle East. Lukas is optimistic: “Our community is growing, and our journey is just beginning. We look forward to sharing more of what makes Škoda truly special.”
Through innovation grounded in heritage and a vision that balances digital advancement with human connection, Škoda is setting new standards for growth and customer engagement across the Middle East.
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