Dealer groups have become the recruitment target of Skoda UK as it seeks heavyweight retailers who can help it take a larger slice of the new car market.

The Czech carmaker is undertaking a rebrand next year, with a change to its corporate identity and a new emblem will follow later.

Skoda’s plan is that this will signal that it wants to leave behind its traditional, ordinary and conservative image, and instead become seen as more modern, self-confident, enjoyable, dynamic and visible.

Ambitions for larger new car sales volume will mean larger targets for the 130-strong Skoda UK network and higher aftersales standards in order to satisfy retail and fleet customers.

Consequently, Skoda will need its dealers to invest in premises, systems, processes and people to be able to deliver higher sales volumes.

However UK director Robert Hazelwood is confident that the brand’s profitability, currently 1.8% average return on sales, will encourage dealers to make that investment.

• For this article in full, see the September 25 issue of AM magazine.