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    [ TOP]

    BRAMA News and Community Press

    BRAMA, Aug 7, 2003, 9:00 am ET

    [Letter] What a pity for Škoda
    Czech auto manufacturer loses a fan

    Skoda Auto, Board of Directors
    Mr. Detlev Schmidt, Sales & Marketing

    Dear Mr. Schmidt:

    I am a longtime admirer of the Skoda Auto’s great and proud craftsmanship, and I have been your loyal supporter right until the moment I ventured onto your company’s website in Ukraine. Then I was shocked and appalled to find out that such a reputable company as yours condones and supports a chauvinistic and imperialistic policy of Russification in Ukraine. Your company’s web-site representation in Ukraine (www.eurocar.com.ua) is done EXCLUSIVELY in Russian, whereas the majority of population in Ukraine are Ukrainians, and the official and most spoken language throughout the country is Ukrainian. Many Ukrainians will find it offensive, and instead of buying your products will launch a campaign of boycotting Skoda Auto in Ukraine. I am sure you do not want this to happen.

    And I am sure that nobody in the Czech capital city would be so politically insensitive as to suggest using German or Russian language INSTEAD of your native Czech! Why do you so arrogantly assume that people in Ukraine’s capital city would feel much fonder of the Russian language INSTEAD of their native Ukrainian?

    I can attribute such poor marketing policy move by Skoda Auto in Ukraine only to bad advise you might have received from some inept and incompetent local consultants, who might have had their own pro-Russian agenda. Such anti-Ukrainian policy of Skoda Auto may inadvertently hurt your future business prospects in Ukraine and lead to financial losses INSTEAD of profits.

    Your company pledges the following primary virtues quoted from your English-language web-site www.skoda-auto.com/company/perspective/ : "Creativity, fairness, quality, reliability, openness, and serious attitude to relations with customers and the public - these are the primary virtues of the Љkoda brand at the present and will continue to be in the future."

    I do not appreciate Skoda’s application of double standards towards Ukraine, where it simply ignores its own primary virtues and joins in the camp of chauvinistic outside forces, orchestrated from the Kremlin. Unfortunately, such is the undeniable fact of the insensitive language policy of Skoda Auto in Ukraine.

    Please reconsider your web-site policy for Ukraine as soon as possible, before it becomes a hot political issue and a PR nightmare for Skoda Auto in the near future.

    Thank you very much for your consideration.

    Sincerely,
    Oles Berezhny,
    (a former Skoda admirer)



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