“The transformation of automotive industry is putting pressure and making our IP work very interesting"

LEADERS LEAGUE: What IP related challenges or opportunity does Škoda face? 

Miroslav Černý: The challenges we currently face in the area of intellectual property result from the rapid and dramatic transformation of the automotive industry towards electromobility, autonomous driving, the Internet of Things, digitalization, the growing role of software in cars, mobility services, Industry 4.0 and other related topics.

This transformation is putting pressure on our work and at the same time making it more interesting and enjoyable as well. It has implications for all areas of our work relating to intellectual property rights, including trademarks, patents, designs, as well as risks and licensing. We have been taking appropriate measures in areas such as asset management, risk management and licensing. We also had to make changes in the organization of our work, adapt processes and use the up-to-date IT tools to meet the requirements for speed, reliability and precision in our work in the field of intellectual property.

How would you describe the IP culture and level of awareness at your company?

I am very pleased that intellectual property has a recognized role in our company. The importance of intellectual property has repeatedly been confirmed in recent years, when dealing with practical business issues. Intellectual property considerations are firmly embedded in our internal processes, ensuring the timely protection of our innovations and preventing infringement of intellectual property of third parties. Participating in these processes and maintaining awareness of the importance of intellectual property is part of our daily work.

Accelerated globalisation and the reduction of manufacturing costs is making it easier to copy parts and products. What brand protection strategies does Škoda employ?

The issue of brand and product protection is particularly important in the automotive industry, as many counterfeited spare parts can be safety relevant. Our goal is to ensure that customers can rely on the fact that goods bearing our trademarks (usually sold in authorized trade channels) meet the high-quality requirements that ensure the safe operation of the car. To achieve this, we take a proactive approach.