Purpose: The purpose of the research was to perform an in-depth comparative analysis of pro-quality and pro-environmental approaches to the products improvement in SMEs (belonging to the electrical machinery industry industry) from V4 countries. Design/methodology/approach: An in-depth comparative analysis of pro-quality and pro-environmental approaches to product improvement was carried out in SMEs from V4 countries. Based on previous research (survey research conducted from March to September 2023 including 379 SMEs from V4 countries), two benchmarks for these approaches were developed and further analysed. Statistical analyses were used, i.e. Box-and-whisker chart and Wilcoxon paired test in STATISTICA 13.3. on the level of significance p<0.05. Findings: It was shown that SME entrepreneurs from V4 countries have a relatively similar approach to the improvement of pro-quality and pro-environmental products. The pro-quality approach is more important than pro-environmental in case of product improvement. Practical implications: Research results can be the basis for defining more precise directions for the development of SMEs in V4 countries and increasing cooperation between consortium regions in the development of product production in line with the idea of sustainable development and current customer expectations. Social implications: The results can have a positive impact on public attitudes, mainly entrepreneurs from SMEs, but not only in making further efforts to improve the quality of products while reducing the negative impact on the environment. This behavior may contribute to increased customer satisfaction with purchased products, but also to the development of the economies of the V4 countries and to meeting the requirements of sustainable development. Originality/value: Originality of the research includes determining the current approach of SMEs in the electrical machinery industry in V4 countries to meeting customer expectations regarding product quality, while striving to achieve environmentally friendly products. Keywords: V4, Visegrad Group, product quality, environmental impact, sustainable development, SMEs, production engineering. Category of the paper: Research paper.