Škoda enters Saudi Arabia with major regional expansion plans and wide model line-up

Škoda Auto has officially announced its entry into the fast-growing Saudi Arabian market, marking one of the brand’s most significant Middle East expansions to date. The Czech carmaker joins forces with SAMACO Motors, a long-standing Volkswagen Group partner, to bring a full portfolio of models and a fully digital retail experience to customers across the Kingdom.

Saudi Arabia, the largest automotive market in the region, is a key pillar in Škoda’s global internationalisation strategy. With annual car sales expected to hit one million units by 2030, the brand aims to tap into the Kingdom’s strong demand for practical, reliable and tech-focused vehicles.

First showrooms opening soon

Škoda will kick off operations with two state-of-the-art showrooms in Jeddah and Al Khobar, both set to open by the end of the year. A flagship dealership in Riyadh will follow in 2026, offering a fully digital customer journey featuring video walls, interactive touch tables and modern product displays.

To build early visibility, Škoda and SAMACO will also roll out ten pop-up stores in high-traffic locations across major cities, giving customers a chance to engage with the brand before the full retail network launches. Škoda will additionally take part in events such as Automechanika Riyadh, Automechanika Jeddah and Riyadh Season.

Strong line-up for Saudi Arabia

The brand enters the market with a comprehensive range that includes:

• Kodiaq

• Karoq

• Kushaq

• Octavia

• Octavia RS

• Superb Sedan & Wagon (coming soon)

Looking ahead to 2026,

will also introduce the Slavia compact sedan, targeting one of the most in-demand segments in Saudi Arabia.

Focused on young buyers and families

Škoda says its strategy in the Kingdom is aimed primarily at young drivers and families in urban centres — a demographic that increasingly seeks smart, connected and value-driven vehicles. With Saudi car ownership currently at just 156 vehicles per 1,000 people, the brand sees significant headroom for growth.

To support this, Škoda has established a Škoda Middle East office as part of Volkswagen Group Middle East to coordinate its expansion plans across the region, which already include new operations in Oman, a restart in Qatar and two recently opened showrooms in the UAE.

Partnership with SAMACO Motors

SAMACO Motors, part of the Al Nahla Group, will handle Škoda’s distribution and retail operations across Saudi Arabia. The company has over four decades of experience representing Volkswagen Group brands in the Kingdom.

Mohammed Samy Raffa, CEO of SAMACO Automotive, said the addition of Škoda represents “a proud and pivotal moment,” adding that the brand’s mix of practicality, innovation and European craftsmanship aligns well with Saudi customer expectations.

A major step in Škoda’s Middle East growth

The move underscores Škoda’s renewed push into the region as it strengthens its presence with new markets, expanded line-ups and modern dealership concepts. With its Saudi launch, Škoda is positioning itself as a competitive European alternative in a market that continues to grow rapidly and shift towards more tech-forward mobility solutions.