Škoda Auto enters Saudi Arabian market, strengthening its presence in the Middle East

Škoda Auto is advancing its internationalisation strategy by entering the fast-growing Saudi Arabian market in partnership with SAMACO Motors, which has represented other Volkswagen Group brands in the country for more than 15 years. The portfolio includes the Octavia hatchback and the Kushaq, Karoq and Kodiaq SUVs. The Superb hatchback and estate will follow soon. Looking ahead to 2026, Škoda will also introduce the Slavia compact saloon to meet strong demand in the segment in the Saudi Arabian market. The first two state-of-the-art retail sites will open by the end of the year in Jeddah and Al Khobar, with a flagship outlet in Riyadh scheduled for 2026.

Saudi Arabia: Leveraging the market’s strong growth potential
Škoda Auto intends to target primarily young drivers and families in larger cities in Saudi Arabia. To maximise synergies and capture growth potential – given the current level of only 156 vehicles per 1,000 inhabitants – Škoda Auto has established a Škoda Middle East office as part of Volkswagen Group Middle East (VWGME), which leads Škoda’s growth plans and coordinates the brand’s activities in the region.

Entering the market with a broad portfolio and a strong partner
Škoda Auto’s entry into Saudi Arabia marks the next strategic step in the Middle East. In the first half of 2025, the car manufacturer entered the Omani market, restarted operations in Qatar and opened two new state-of-the-art showrooms in the United Arab Emirates. With Saudi Arabia now joining this rapidly growing network, Škoda Auto continues to strengthen its presence across the region, introducing a comprehensive model line-up that includes the Octavia, Superb, Karoq and Kodiaq, along with the Kushaq SUV and the Slavia saloon.

To achieve its ambitious goals in the region, Škoda is entering a strategic partnership with SAMACO Motors, a member of the Al Nahla Group. The two showrooms, covering more than 1,200 m², will open in Jeddah and Al Khobar by the end of 2025. A flagship outlet in the capital, Riyadh, will follow in 2026.

Founded in 1930, the Al Nahla Group is one of the longest-established trading companies in the Kingdom. SAMACO Motors, established in 1978, is a leading car importer and distributor in Saudi Arabia. For more than 15 years, it has served as the exclusive representative for Audi, Volkswagen and Porsche, and has recently added Bentley and Lamborghini to its portfolio