1. SIMPLY CLEVER Creativity from Business Perspective RADEK ŠPICAR EXTERNAL AFFAIRS DIRECTOR ŠKODA AUTO, a.s. PRAGUE 03/27/2009

2. SIMPLY CLEVER 2 2009 - Y EAR OF CREATIVITY AND INNOVATION Good choice  Future competitiveness Made in… vs Invented in… Significancy of ideas and originality New rising stars (Research investments growth in China 25% annualy)  Financial crisis and economic recession Need to be creative and innovative Innovation and Creativity as „sine qua non“ for future winners

3. SIMPLY CLEVER 3 OBSTACLES IN EDUCATION Character and quality of secondary education  No enterpreneurial skills  No soft skills and creativity traditional teaching approaches based on direct instruction or lecturing are no longer adequate Character and quality of tertiary education  Low popularity of technical subjects  Too much specialization- degree dictatorship  Lack of practitioners, too theoretical persisting isolation of universities from companies is no longer sustainable

4. SIMPLY CLEVER 4 CASE STUDY: ŠKODA AUTO BASIC FACTS:  Biggest private company in the Czech Republic  Over 26.000 employees worldwide (CZ, Ukraine, Russia, Kazakhstan, India, China)  Over 100 markets  Biggest R&D private investor in the Czech Republic: - approx. 1700 employees - annual costs 230 mio EUR - design awards winner Skoda Joyster: National Design Award Winner 2007

5. SIMPLY CLEVER 5 CASE STUDY: ŠKODA AUTO ŠKODA AUTO & universities:  Cooperation with 5 biggest technical universities from the whole country  Positive role of structural funds ŠKODA AUTO & Academy of Arts, Architecture and Design in Prague  Strange bedfellows: Industrial company and Arts school  Beginning: Clash of civilizations  Cooperation in technological/design centre  Now very successful: win-win situation

6. SIMPLY CLEVER 6 CASE STUDY: ŠKODA AUTO Project Fit 2Age:  International project aimed at specific needs of older drivers  Students brought optimism into the solution – not only various aids for elderly people, but also aim at grandchildren, pets, hobbies – simply their whole life  Results will be used in designing concrete measures in new cars

7. SIMPLY CLEVER THANK YOU FOR YOUR ATTENTION. Radek Špicar radek.spicar@skoda-auto.cz