You were not only there at the birth of our magazine, but also at the opening of the first Peugeot showrooms in Prague—and in the Czech Republic overall. Was that your first job? What attracted you to the Peugeot brand?
It wasn’t my first job. I actually started after military service as an electrical technician at Tesla (a traditional Czech manufacturer of radio communication and security electronics – editor’s note). In the early 1990s, I began looking for opportunities in a different field. My first step was Komerční banka. Then in 1994, a friend of mine convinced me to join a Peugeot dealership in Liberec that was looking for a salesperson. I’ve loved France and “everything French” since I was young—not just Peugeot cars—so I took the opportunity. My almost fateful connection with the Peugeot brand might even be written in the stars, since I was born under the sign of Leo.
Did your career progression begin with your move from Liberec to the Prague branch?
After two years, it was both a chance for career growth and a good reason to find my own place to live. Then, over the next three years, during which France established its own import office in Prague, I was offered the opportunity to be part of a newly emerging dealership with strong potential. I was glad I accepted—it turned out to be the right choice. In the following five years, I gained a lot of valuable experience. After ten years with the brand, I felt the need to take a break from the automotive world and accepted a marketing role in a completely different field, thanks to a friend’s offer. It was something totally new, but after two years, cars lured me back—this time from a different brand. However, I quickly realized how much I missed the lion logo. It was hard to sell something I couldn’t fully identify with.And, as they say, wishful thinking can be powerful—when Mr. Kopecký came along in 2010 and took over the oldest Peugeot dealership in the country from Autospol (a former owners’ cooperative), he shared his vision with me. I didn’t have to think twice. His trust meant—and still means—a great deal to me and comes with great responsibility. That marked the end of my career journey and the beginning of my current role as Commercial and Marketing Director at KOPECKÝ.
How has the Peugeot sales network in the Czech Republic evolved?
Back in the ’90s, there weren’t many dealerships—and not many importers either. The Liberec dealership where I started was actually the official importer of Peugeot for the entire Czech Republic at the time. I couldn’t have imagined then that I’d later move to a dealer, which back then would’ve felt like a step backwards professionally—but never say never. As the saying goes, the only certainty is change. Just five years ago, the Peugeot network in the Czech Republic consisted of nearly 50 official dealerships. Today, the trend has shifted—Peugeot now officially operates 31 dealerships, owned by 25 different partners, and also oversees a wide network of authorized service centers. Manufacturers are now aiming to reduce the number of partners, but strengthen the ones they retain. Their vision was to move vehicle sales online, but that requires a customer base ready and willing to purchase cars this way—which hasn’t quite happened yet. Specifically, KOPECKÝ now operates official Peugeot showrooms not only in Prague, but also in Pardubice, Vysoké Mýto, and Bystřice nad Pernštejnem. In addition, the company runs two official BMW service centers.
What makes KOPECKÝ’s services unique?
Our motto is “Services you’ll easily get used to,” which means that we take care of our customers no matter the situation—anytime, anywhere. We operate with around 140 demo and replacement vehicles, allowing us to offer comprehensive test drives across various models and trims, as well as provide suitable replacement cars for anyone in need. Delivering a replacement vehicle and transporting the broken one to the service center is standard practice for us. We refresh our fleet every year, so we also offer a great selection of well-priced nearly-new cars. Combined with the largest stock of new passenger and commercial vehicles, we’re confident that our customers will find exactly what they’re looking for with us.
How have Peugeot cars evolved since the first issue of PRESTIGE magazine featured the 607 in 2001?
Peugeot has always been a forward-looking brand, known for its elegant lines that reflect the French sense of style. The cars have traditionally offered excellent ergonomics—everything fit naturally in your hand, and the controls were highly intuitive. This standard began to shift in recent years as automakers sought to reduce costs through platform sharing and joint ventures. The most significant change came in 2021, when the PSA Group (which included Peugeot, Citroën, and DS) merged with FCA (Fiat Chrysler Automobiles). As a result, many components are now shared across all these brands. Today, Peugeot models are manufactured in France, Spain, Morocco, Portugal, Italy, Poland, and Slovakia.
And how is the marketing strategy evolving?
There is growing pressure to streamline dealership networks and reduce costs across the board. I’m afraid the time is fast approaching when buying a car will be as simple as ordering online, driving to a parking garage, entering a code at the gate, collecting the “keys” from a dispenser, and driving away—leaving your old vehicle behind. You can already do that with Tesla, but Tesla has a very specific customer base. Most buyers still want to feel the car—sit inside it, take a test drive—they want an experience when making a purchase.
That’s why we strive to stay in close contact with our customers—whether they’re choosing their first Peugeot or returning for their fifth, possibly even within the same family. It’s always effective to showcase the vehicle in person—whether at trade fairs, sporting events, festivals, or other public occasions. That’s where our collaboration with the Association of Social Clubs and PRESTIGE magazine really shines. It helps cultivate a stable community of like-minded people—friends and fans of the Peugeot brand.
Naturally, we carefully consider which marketing activities to pursue and how to streamline the agenda. When it comes to print, we prefer specialized magazines—such as PRESTIGE—that target our specific audience. At the moment, for instance, we’re focused on year-round radio partnerships, which offer favorable rates and a great opportunity to boost brand awareness. We also invest significantly in our online presence—both in terms of maintaining our website and actively managing social media, which has become essential today.
Thank you for the interview
Svatopluk K. Jedlička
