Škoda Auto Enters Saudi Arabian Market To Strengthen Its Presence In The Middle East

Škoda Auto is expanding its international reach by entering Saudi Arabian. This move was in collaboration with SAM Motors, which represented Volkswagen Group brands in the region for over 15 years. The initial vehicle lineup includes the Škoda Kodiaq, Karoq, Kushaq SUV, and Octavia sedan, with the Octavia RS sports sedan also available. The Superb Sedan and Wagon will soon join this range.

By 2026, Škoda plans to introduce the Slavia compact sedan to cater to the growing demand in Saudi Arabia. Two modern retail locations are set to open in Jeddah and Al Khobar by year-end, with a flagship store in Riyadh expected by 2026. These dealerships will offer digital interactions through video walls and touch tables.

Škoda Auto aims to appeal primarily to young drivers and families in major Saudi cities. With only 156 vehicles per 1,000 residents currently, there is significant growth potential. To capitalise on this opportunity, Škoda has established a Middle East office within Volkswagen Group Middle East (VWGME) to oversee its expansion efforts.

Lukas Honzak, Managing Director of Škoda Middle East, stated: "Our entry into Saudi Arabia marks a significant chapter in Škoda's Middle East growth strategy. Saudi Arabia represents a vital market with immense potential, and through our partnership with SAMACO, we aim to deliver exceptional value and innovative mobility solutions that meet the practical needs of Saudi customers."

Škoda's entry into Saudi Arabia is part of its broader strategy for the Middle East. In early 2025, Škoda entered Oman, resumed operations in Qatar, and opened new showrooms in the UAE. With Saudi Arabia joining this network, Škoda strengthens its regional presence with models like the Kodiaq, Karoq, Octavia, Superb, Kushaq SUV, and Slavia sedan.

The strategic partnership with SAMACO Motors is crucial for achieving these goals. Two showrooms covering over 1,200 m² will open in Jeddah and Al Khobar by late 2025. A flagship outlet in Riyadh will follow in 2026.

Škoda Auto and SAMACO Motors are implementing a customer-focused rollout plan across key cities. This includes ten pop-up stores at high-traffic locations for brand exposure before the full retail network launches. These efforts are complemented by participation in events like Automechanika Riyadh and Jeddah Season festival.

Martin Jahn from Škoda Auto commented: "Škoda Auto's entry into Saudi Arabia underscores our commitment to advancing our brand's internationalisation." He noted that annual car sales could reach one million by 2030 due to rapid growth.

SAMACO Motors CEO Mohammed Samy Raffa expressed pride in adding Škoda to their portfolio: "The addition of Škoda to our brand portfolio is a proud and pivotal moment for SAMACO Automotive." He highlighted their long-standing relationship with Volkswagen Group as key to their success.

SAMACO Motors has been an exclusive representative for Audi, Volkswagen, Porsche for over 15 years and recently added Bentley and Lamborghini. Founded in 1978 under Al Nahla Group — one of Saudi Arabia's oldest trading companies — SAMACO remains a leading car importer-distributor today.