Skoda Auto is one of the oldest car brands in the world. Prior to its nationalization in 1946, the company was one of the technologically most advanced car companies. For more than four decades, Skoda Auto's potential was severely limited. It was only when Volkswagen bought an equity stake in 1991 for Skoda Auto to regain its lost fame. In fact, the company became the success story from Central and Eastern Europe. Between 1991 and 2002, the company increased its sales from 172,000 units to 445,000 units, of which 84% were exported. The case explains in detail the three-stage transformation of Skoda Auto. By 2002/3, the company was definitely world-class and a key driver of the transformation in the Czech Republic. Nevertheless, some significant decisions had to be made. What was the role of the Skoda going to be within the VW Group? What could be done to overcome the negative perception of the brand? What would change due to the expansion of the EU?

The Beetle made Volkswagen (VW) a household name all over the world for more than 50 years. But in the early 1990s, the VW Group, with its Audi, Seat, and Skoda brands, was in bad shape: a high cost base, costly duplications between the different car brands, and a weak model line-up had led profits to decline by 85% in 1992. At this point, Ferdinand Piech, CEO of Audi, was asked to take over as CEO of the VW group. The company ended 1993 with a loss of almost 1 billion eurodollars. In 2001, the group's net income increased to a record-breaking 2.9 billion eurodollars. Between 1993 and 2001, sales were up from 39.1 billion to 88.5 billion eurodollars, with international sales increasing from 55% to 72%. VW Group's turnaround included making Audi a premium brand, saving Seat from near bankruptcy, and transforming Skoda Auto from a cheap eastern European car maker into a respected player. According to Business Week, VW was "one of the world's best car companies." Describes the transition from 1993 to 2001. Takes readers through VW's successful implementation of a platform manufacturing system, its globalization strategy, the move upmarket, and many innovations along the business system.