Opinion: should it matter if you say Skoda or ‘Shhhhkoda’?

My mum was watching television the other day when an advert for a car firm caught her eye and prompted her to contact me with a question: ‘Are Skoda really trying to tell me how I should pronounce Skoda?’

Well, yes, mum, it turns out they are, and I think you’ll find you should actually be calling them Shhhkoda. Once I’d convinced Professor Attwood that I wasn’t trying to shush her but employ the ‘correct’ pronunciation of Skoda, she still had questions. Is Shhhkoda really how you’re supposed to pronounce it? Does it really matter? And why is Skoda, sorry, Shhhkoda telling people now anyway?