“Growth for Škoda is about relevance, trust and getting closer to customers, not just volumes,” says Ashish Gupta, Brand Director, Škoda Auto India

We spoke to Ashish Gupta, Brand Director at Škoda Auto India, about the brand’s strong performance, growth strategy for the coming year, dealership trust, the impact of Kylaq on the portfolio, powertrain choices, EV plans, CNG opportunities, and how Škoda is strengthening its position in the Indian market.

On growth strategy and market momentum


Gupta said growth for Škoda goes beyond volumes. He explained, “Growth can be categorized in different forms. Growth is not only about volumes, growth is also about getting closer to customers, becoming more relevant to more customers and building a lot of trust.” He added that volume growth is also planned, supported by strong market momentum, noting that the market grew 10–12% in the last quarter and January is showing positive signs. “We are present in the right segments, and this market growth naturally will help us,” Ashish said.

On product portfolio and volume drivers

Talking about upcoming volume drivers, Gupta said, “It’s the first full year of the Kylaq. That should give us natural volumes. The new Kushaq should also give us volumes as it now comes with a major upgrade and is far more competitive.” He added that the Slavia upgrade later in the year will further support growth.

On network expansion and customer base

Gupta highlighted the importance of network strength, stating, “Almost 20% of our network is new and came into existence in the last quarter. From around 80% market coverage today, our aim is to reach 90% by the end of next year.” He also pointed to Škoda’s loyal customer base of nearly 500,000 customers as a key strength.

On dealership trust and customer satisfaction


Addressing dealership-related concerns, Gupta said, “It is always a work in progress. No brand can claim they are perfect.” He noted that customer satisfaction scores have improved by 10–12% and added, “More than 95% of social media sentiment around the Škoda brand is positive.” He also said network rationalisation has helped, with habitual offenders exiting and quality-focused partners joining. “In 12 cities, Škoda dealers are rated number one on Google compared to competition,” Ashish added.

On localisation and cost of ownership


Gupta acknowledged past challenges, saying, “Earlier, we had largely imported cars, which created challenges around service skills and parts availability.” He added that a largely local portfolio and simplified service processes have helped. “Today, our cost of ownership is lower than many brands operating in lower segments,” Ashish said.

On Kylaq’s impact on Kushaq and Slavia


Explaining the impact of Kylaq, Gupta said, “When you have a new, glamorous product, dealer focus can shift.” He admitted the Kushaq needed an update, adding, “That update has now come with a lot of features the market was demanding.” On Slavia, he said, “Slavia is among the top two in its segment today, with over 25% segment share.”

On premiumisation and global products


On operating in higher price bands, Gupta said, “Our ICE range tops out at the Kodiaq, but within that we have options like the Kodiaq RS, which will further embellish our RS badge.” He added that global BEVs will be the bigger opportunity for premium expansion, once policy uncertainty settles.

On EV strategy and policy concerns


Speaking about EVs, Gupta said, “We were ready three years back and had tested the Enyaq for India.” However, he added, “I will take a call on bringing global BEVs only when there is more policy certainty, clarity on geopolitics and EV policy.” He stressed that any EV introduction must align with Škoda’s larger EV strategy.

On diesel powertrains


Gupta confirmed diesel remains under consideration, stating, “Diesel is never off the table. Maybe I will surprise you in 2026.”

On value, features and democratization of technology


On product updates, Gupta said, “Our focus is on relevance, differentiation and trust.” He explained that features typically reserved for higher segments are now offered from base variants, adding, “This is our effort to pack more value into every product and differentiate ourselves from the competition.”

On automatic transmission strategy


Explaining the move to an 8-speed automatic, Gupta said, “We have a very strong automatic strategy. Our automatic mix is higher than the market because customers find value in torque converters and DSGs.” He added, “The 8-speed is first-in-segment and best-in-segment, giving customers something to differentiate their purchase.”

On powertrain choices


Gupta said, “We made a conscious choice to focus on petrol turbo engines. The focus now is on maximising that decision rather than spreading ourselves thin.”

On CNG opportunities


On CNG for Kylaq, Gupta said, “The Kylaq segment is almost 20% CNG. We will miss a big opportunity if we don’t address it.” He added that Škoda is working on CNG solutions, acknowledging the complexity of pairing CNG with TSI engines.

On service readiness and capacity expansion


Addressing service pressure due to rising volumes, Gupta said, “We have added almost 40 new service centres.” He added that service centres nearing 80% capacity are expanded proactively, and highlighted the introduction of four free services across the portfolio.

On EV timelines and future plans


Reiterating his cautious approach, Gupta said, “Any EV introduction requires massive investment in training and infrastructure. I don’t want to take that risk without policy clarity.” He confirmed that the next batch of global products is targeted for deliveries in early Q3