AAA AUTO has won the prestigious Superbrands award for the second time. The awards were handed out for the fifth time following their revival in the Czech Republic; they have been awarded globally since 1994. The aim of the assessment is to identify brands with an excellent position on the local market. Superbrands awards are only won by brands that undergo a multi-round assessment including, in addition to other things, consumer research by the agency GfK.
Experts on the Brand Council have the final say in the last stage of the selection of brands for Superbrands awards. The experts are professionals from business, communication, marketing, media and market research. The important factors when making decisions are attributes such as awareness, brand building, innovation and prestige.
“I see the Superbrands award, which we have won for the second time in a row, as a confirmation that we are getting our marketing and communication strategy right. Fundamental contributions come from our attempts to improve service for customers and build the position of the company as an expert on the used car market in Central Europe,” said CEO of the AAA AUTO international car dealer network Karolína Topolová. The company will use the Superbrands award this year as a part of its marketing, on its website and in PR communication.
AAA AUTO focused on a more vigorous strengthening of customer service following the arrival of new CEO Karolína Topolová in 2012. A new contact centre was established, bringing together a total of 200 operators handling telephone calls and email correspondence with customers; the company also created the position of Customer Ombudsman, currently held by former Škoda Auto spokesman Milan Smutný, and also strengthened the control mechanisms for car purchases. In the 26 years it has been active it has served more than two million customers and annually sells more than 75,000 cars.
AAA AUTO also won other awards for its brands in the recent past. The AAA AUTO brand itself regularly features in the TOP 10 Czech brands according to research by Ogilvy and Mather. In 2017, the company finished second in the pan-European European Business Awards 2016/2017. The AAA AUTO group is owned by the British-Polish investment fund Abris Capital Partners. The AAA AUTO and Mototechna brands are an official partner of the top Czech football league – the HET liga.