Trains, planes, cars, trucks: vintage car enthusiasts can indulge in the museum of the Czech Tatra, the oldest car manufacturer in Eastern Europe. Legendary models produced from the group Koprivnice in the northeast of the Czech Republic. The T11 example from 1923, a draft of Tatra godfather Hans Ledwinka. Or the V570 from the early thirties, who years later would be model for the Volkswagen Beetle.

Tatra V570

The company built not only cars but also railway carriages for example, the Orient Express and war materials for the Nazis. After World War II, however, the company specialized in complete trucks and limousines for communist party bosses such as Fidel Castro, Josef Stalin and Erich Honecker.

1958: the OT-810. Armored vehicle based on a German model from World War II.

Communism

Tatra was during the years of communism known in Eastern Europe, says marketing manager Jiri Kasparek during a tour of the enormous factory. 25 years ago worked here 15 000 people who produce on average the same number of vehicles. Now many buildings are empty or rented. Every year there are only 900 cars made p by about the same amount of employees.

“Since the end of communism has quickly gone downhill,” Kasparek soberly fixed.While other large Czech brand Skoda was swallowed by the Volkswagen Group, Tatra pined slowly away.

A Tatra truck racing through the northern Chilean landscape during the South American version of the Paris-Dakar race. Photo: Reuters

There were to mention a few minor successes, such as earnings six times in the famous Paris-Dakar rally. In 2011 there was also a promising cooperation agreement with DAF box and got his Tatra truck model Phoenix international praise, but it could not prevent it going a little worse yet every year with sales. A whole bunch of American investors could not do anything to change that. In fact, according Kasparek they were one of the main causes for the decline.

Corruption Scandal

In 2012-2013, when a major corruption scandal at one of the US former shareholders came to light, the painting appeared to lose ground. But thank God, “says Kasparek, then decided two Czech entrepreneurs to jump into the breach and save the company.

Jaroslav Strnad and René Matera bought the company for € 6.2 million, including debts of around € 30 million. They also strike for € 7 million fresh money into the company, which after a reorganization disbursed directly to a small profit in 2014 a turnover of € 130 million.

1974: T613. The appearance of these luxury car was designed by the Italian Vignale.

‘But Tatra is not there yet, “said Ron Bonsen, who was until recently in the Board of Management of DAF and now works as a commissioner for Tatra. Bonsen is convinced that there are many potential cross in Tatra. “They build good off-road vehicles which is well known. But that you’re not there yet. “

Culture Problem

Tatra according Bonsen had to contend not only with corruption, there is also a cultural problem. The services are poorly developed, and the company relies too much on old networks in the defense industry. “But eventually civil sales that are crucial for survival.”

The defense industry is still by far the most important buyer of large contracts from India, Saudi Arabia and Egypt. Bonsen: “The relationship with the orders is approximately 60% defense industry and 40% civilian. To make Tatra full health need that relationship in a few years be the exact opposite. “

To achieve this, and to sell for instance forestry, mining and boost agricultural enterprises, there must be according Bonsen worked hard to improve the service.“Consumers need to be assured that they are helped quickly if something is wrong. Tatra must also be more aggressive products into the market because of sales they have here little sense. “

Finally, a greater ambition. Bonsen: “I recently had a conversation with the production manager who told that as no new orders were taken because he thought they could not possibly handle it. I gave him declared insane. If someone had told me that at DAF when I was on the board, he was flown with a large bow out of the window. “

Quite some hard nuts to crack so, but Bonsen say they believe in Tatra. He joined the company mainly a supporting role. “I act as a mirror for the current management. If they have ideas, they ask my opinion, and of course I give them yourself tips on how they can do things better. “

A very important step for Tatra is again closer ties with the DAF dealer network.“There is unfortunately some persuasion because the dealers have had bad experiences in the past with Tatra. But in itself it is a dream wedding. Tatra sells namely only off-road trucks, often with a DAF engine, while the specialty of DAF is just excellent cars for the road. “

Bonsen thinks it should be possible for Tatra to double production within five years to more than 2,500 trucks per year. If successful, Tatra hear there in the niche of heavy trucks back really fit and it can be glorious past again put honor.

2011: Phoenix T158. In 2011 Tatra developed with the Dutch partner a DAF truck that garnered international praise.