Škoda Auto is expanding into the Saudi Arabian automotive market through a partnership with SAMACO Motors, a distributor with over 15 years of experience representing Volkswagen Group brands. The move targets the region’s rapid growth, where annual car sales are projected to reach one million vehicles by 2030.
Two modern retail sites, each exceeding 1,200 square meters, will open by the end of 2025 in Jeddah and Al Khobar. A flagship showroom in Riyadh is planned for 2026. These outlets will feature digital tools such as video walls and interactive tables for customer engagement.
Martin Jahn, Škoda’s board member for sales and marketing, said the entry aligns with the brand’s internationalisation goals. “Saudi Arabia is the largest market in the Middle East,” he noted. “We aim to leverage opportunities with our model range and local expertise from SAMACO.”
The strategy focuses on young drivers and families in major cities, where vehicle ownership stands at just 156 per 1,000 residents. Škoda has established a Middle East office under Volkswagen Group Middle East to coordinate regional activities.
Lukas Honzak, managing director of Škoda Middle East, emphasized tailored solutions: “We will deliver vehicles combining European craftsmanship and regional features.” Mohammed Samy Raffa, CEO of SAMACO Automotive, highlighted the partnership’s potential for innovative mobility.
To build early visibility, Škoda plans 10 pop-up stores in high-traffic areas, plus appearances at events like Automechanika Riyadh and Riyadh Season.
This follows recent expansions into Oman, a restart in Qatar, and new showrooms in the United Arab Emirates. Globally, Škoda ranked third in European sales in 2025 and is prioritizing growth in markets like India and Vietnam.
New Škoda cars for Saudi Arabia
The initial lineup includes the Kodiaq and Karoq SUVs, the compact Kushaq SUV, and the Octavia sedan in standard and RS variants. They will be followed by the Slavia compact sedan in 2026 to address strong segment demand.Two modern retail sites, each exceeding 1,200 square meters, will open by the end of 2025 in Jeddah and Al Khobar. A flagship showroom in Riyadh is planned for 2026. These outlets will feature digital tools such as video walls and interactive tables for customer engagement.
Martin Jahn, Škoda’s board member for sales and marketing, said the entry aligns with the brand’s internationalisation goals. “Saudi Arabia is the largest market in the Middle East,” he noted. “We aim to leverage opportunities with our model range and local expertise from SAMACO.”
The strategy focuses on young drivers and families in major cities, where vehicle ownership stands at just 156 per 1,000 residents. Škoda has established a Middle East office under Volkswagen Group Middle East to coordinate regional activities.
Lukas Honzak, managing director of Škoda Middle East, emphasized tailored solutions: “We will deliver vehicles combining European craftsmanship and regional features.” Mohammed Samy Raffa, CEO of SAMACO Automotive, highlighted the partnership’s potential for innovative mobility.
To build early visibility, Škoda plans 10 pop-up stores in high-traffic areas, plus appearances at events like Automechanika Riyadh and Riyadh Season.
This follows recent expansions into Oman, a restart in Qatar, and new showrooms in the United Arab Emirates. Globally, Škoda ranked third in European sales in 2025 and is prioritizing growth in markets like India and Vietnam.
