Lukáš Honzák is the Managing Director of Škoda Middle East, overseeing the brand’s operations and growth strategy across the region. With more than 15 years of experience within Škoda Auto, he has held a variety of leadership roles in sales, marketing, and network development before taking charge of the Middle East business. Under his leadership, Škoda continues to expand its presence across the GCC and wider Middle East, introducing new models and strengthening its customer experience initiatives.
In this exclusive interview, GearsMe sits down with Lukáš Honzák to discuss the brand’s growth in the Middle East, future product plans, electrification strategy, and what lies ahead for Škoda in the region.
As Europe’s second best-selling automotive brand in the first quarter of 2025, and with over 130 years of heritage, our ambition in the Middle East is to bring that proven expertise and forward-thinking approach to a region that is becoming increasingly important to our international growth.
Today, we see our role as offering a smart and reliable alternative for customers looking for European engineering, strong value, and practical innovation. Over the next few years, our priorities are clear: expanding our network with the right partners, strengthening brand awareness, and delivering an excellent ownership experience across markets.
Our focus is not on short-term volume, but on building long-term trust through product quality, aftersales support, and a clear value proposition.
The Middle East is traditionally a very strong SUV market, and that trend continues, particularly with families and customers who value space, versatility, and comfort. Models like the Kodiaq and Karoq naturally fit well into that environment.
At the same time, we continue to see relevance for sedans, especially in urban environments where efficiency, design, and driving comfort are key factors. Vehicles like the Superb and Octavia offer a strong combination of practicality and refinement in that segment, while the upcoming Škoda Slavia will soon add an even more accessible sedan option with strong value for customers in the region.
Our approach is to maintain a balanced portfolio that reflects real customer needs rather than focusing on a single trend. That said, we expect SUVs to remain the main driver of growth in the region, supported by a gradual evolution in customer preferences.
Simply Clever is at the core of how we design our vehicles and is a key differentiator for Škoda. It is about creating practical solutions that genuinely improve everyday usability, rather than adding complexity.
Our features are developed as simple, real-world solutions to everyday needs, with a strong focus on usability and convenience. In the Middle East, this translates into features that enhance comfort, ease of use, and practicality in demanding conditions, whether it is long-distance driving or high temperatures.
Localisation is less about changing the philosophy, and more about ensuring that our vehicles perform reliably in regional conditions and that the features we offer align with how customers actually use their cars. The goal is always the same: to make daily mobility simpler and more practical.
Škoda Kodiaq 2026 Test Drive in Dubai: European Comfort Meets Real Everyday Practicality
The increasing level of competition reflects the attractiveness of the region, and we see this as a positive development. We are not concerned by it, but rather see it as an opportunity to sharpen our focus on efficiency and delivering greater value to customers.
Customers in the Middle East are open to exploring new brands, and this creates the right environment for Škoda. We often describe ourselves as the “oldest new brand”, bringing over 130 years of European engineering while offering a fresh proposition for many customers in the region.
Our positioning is based on long-term value rather than short-term differentiation. This includes European engineering, strong safety standards, and practical innovation, supported by a transparent ownership proposition.
Customer expectations have evolved significantly. There is a much stronger focus today on technology, connectivity, and design, alongside the traditional priorities of reliability and performance.
At the same time, the market remains highly value-driven. Customers are looking for products that offer strong value for money without compromising on quality or features.
This is why our approach combines product and experience. We focus on intuitive technology, modern design, and strong safety, while ensuring that ownership remains transparent, predictable, and well supported over time.
The ownership experience is now just as important as the product itself. Customers are not only buying a car, they are investing in the overall experience that comes with it over several years.
Škoda Advantage reflects this shift. It is not a short-term initiative, but a long-term standard that is here to stay, designed to give customers peace of mind by ensuring that key aspects of ownership are taken care of from the outset.
By including five years of service, five years manufacturer warranty, five years roadside assistance, and 5-star Euro NCAP safety as part of the package, we provide clarity, reduce uncertainty, and help raise the standard of ownership experience in the market.
Škoda stands for practical, smart, and reliable mobility built on over 130 years of European engineering heritage.
In the Middle East, our focus is on relevance. Our vehicles are designed to fit seamlessly into the lifestyle of customers in the region, who are dynamic, always on the move, and value versatility and reliability in their daily lives.
This is reflected in our approach to design, space, and functionality, offering cars that are comfortable, intuitive, and built for both everyday use and longer journeys. Combined with strong value and a transparent ownership experience, this makes Škoda a natural fit for customers across the region.
