How Skoda Watarski Built a Family Dealership Over 30 Years

The story of Skoda Watarski in Poland shows how a family-run dealership grew, adapted to digital change and joined Skoda’s global showroom rebranding. Read the full story.

Włocławek, a city of around 100,000 inhabitants in central Poland, has been closely linked to one family story within the Škoda brand for more than three decades. It was here in 1995 that Škoda Wątarski began operating, becoming one of the first authorised Škoda dealers in the country and the first in its region.

The beginnings were modest: a small showroom in the city centre and a single Škoda Felicia. A cleverly placed mirror made the display appear larger, but interest in the model was very real. According to the company’s management, queues of several hundred people would sometimes form outside the dealership, and annual sales at the time reached up to 700 vehicles.

Today, Škoda Wątarski employs more than 70 people and has built a strong regional reputation while remaining a family-owned business. Annual sales now stand at around 350 vehicles, reflecting increased competition and the growing number of dealerships across Poland. The Octavia, Superb and Kamiq continue to be among the most popular models.

Service quality remains one of the dealership’s key strengths. Many mechanics have worked there since their apprenticeship years, with some employees staying for more than 15 years. Alongside private customers, the dealership has steadily expanded its fleet and corporate services, offering comprehensive solutions for business clients.

The way customers interact with the dealership has also changed significantly. While showroom visits were once the main source of information, most buyers now arrive well prepared, having researched models online and often bringing a ready-made configuration code. Digital channels, including Google reviews, play an increasingly important role, with customers frequently choosing sales consultants based on online ratings.

According to the sales team, the customer profile has evolved as well. More buyers are switching from premium brands, citing safety features, practical design and Simply Clever solutions, as well as comfort — a key factor for entrepreneurs and sales representatives who regularly cover long distances.

A further milestone came in mid-2025, when the Škoda Wątarski showroom underwent a visual transformation as part of Škoda’s new corporate identity. The dealership became the 500th rebranded Škoda showroom worldwide. By early 2026, around 1,000 dealerships globally had already adopted the new design, half of them in Europe. Representatives say the updated appearance, combined with targeted advertising, has helped increase brand awareness among younger customers.

The story of Škoda Wątarski illustrates how a local family-run business can remain resilient for decades, adapting to digitalisation and changing customer behaviour while maintaining long-term trust and loyalty.