The recent Autocar Awards 2025 brought together some of the automotive industry’s most influential leaders, with Skoda’s Klaus Zellmer joining fellow global CEOs including Kia’s Ho Sung Song and McLaren Group’s Nick Collins. The prestigious event also welcomed Peter Rawlinson, who until recently led Lucid as CEO, alongside numerous other global, European, and UK automotive executives and industry leaders.
The gathering provided an excellent platform for celebrating outstanding achievements in the automotive sector, with several executives being honored personally alongside their exceptional vehicles. Zellmer proudly collected the Five-Star Car award for the Superb, a recognition that underscores Skoda’s commitment to excellence and innovation in the automotive market.
The Human Touch in Modern Automotive Sales
In an era where digital transformation dominates business discussions, Klaus Zellmer emphasizes that sales need “the human touch” now more than ever. This perspective highlights the continued importance of personal relationships and face-to-face interactions in the automotive industry, even as technology continues to reshape consumer behaviors and expectations.
The automotive landscape has evolved significantly, with online research and digital platforms playing crucial roles in the customer journey. However, Zellmer’s insights suggest that the final purchasing decision still benefits greatly from human expertise, guidance, and trust-building that only experienced dealers can provide.
Strategic Dealer Visits and Relationship Building
Zellmer’s brief time in the UK included a dealer visit, as did Song’s, demonstrating the priority these industry leaders place on maintaining strong relationships with their retail partners. This approach reflects a deeper understanding that success in the automotive industry requires more than just producing excellent vehicles – it demands a comprehensive ecosystem of support, service, and customer engagement.
The Foundation of Automotive Success
The likes of Zellmer could not achieve what they do without their dealers, emphasizing the symbiotic relationship between manufacturers and their retail networks. This partnership model has proven essential for brands looking to maintain competitive advantages in increasingly crowded marketplaces.
Dealers serve as the crucial link between manufacturers and consumers, providing not only sales expertise but also ongoing service, maintenance, and customer support. Their local market knowledge, community connections, and ability to build lasting relationships with customers create value that extends far beyond the initial purchase transaction.
Recognizing Excellence in the Industry
The Autocar Awards celebration provided an opportunity to honor exceptional achievements across the automotive sector. The Skoda Superb exemplifies practicality as a large estate car rather than a trendier SUV, using up-to-date technology to improve the driving experience. This recognition reflects Skoda’s strategic approach to vehicle development, focusing on real-world usability and customer needs rather than following fleeting market trends.
The Dealer Partnership Model
As the automotive industry continues to evolve with electric vehicles, autonomous driving technologies, and changing consumer preferences, the role of dealers remains fundamental to success. Zellmer’s emphasis on the human touch suggests that while technology will continue to enhance the automotive experience, the personal connections and expertise that dealers provide will remain irreplaceable.
The future of automotive retail will likely involve an integrated approach that combines digital convenience with human expertise, ensuring that customers receive the best possible experience throughout their ownership journey.
Frequently Asked Questions
Q: Why does Klaus Zellmer emphasize the importance of dealers?
A: Zellmer believes dealers provide the essential “human touch” that modern automotive sales still require for success.
Q: What award did Skoda receive at the Autocar Awards 2025?
A: The Skoda Superb received the Five-Star Car award, collected by CEO Klaus Zellmer.
Q: Who else attended the Autocar Awards 2025?
A: Global CEOs including Kia’s Ho Sung Song, McLaren’s Nick Collins, and former Lucid CEO Peter Rawlinson.
Also Read:-Xpeng G6 Gets Fresh Design and Faster 451kW Charging Boost