Škoda Auto is driving forward 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 Škoda Kodiaq and Karoq, the compact SUV Kushaq, the Octavia family sedan, and the ultimate sports sedan, the Octavia RS.
The Superb Sedan and Wagon will follow soon. Looking ahead to 2026, Škoda will also introduce the Slavia compact sedan to meet strong segment demand 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. Dealerships engage with customers via digital touchpoints such as video walls, car information stands, touch tables and more.
Škoda Auto intends to target primarily young drivers and families in larger cities in Saudi Arabia. To maximise synergies and leverage 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.
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 Kodiaq, Karoq, Octavia, Superb along with the Kushaq SUV and the Slavia sedan.
To achieve its ambitious goals in the region, Škoda enters into 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.
As part of Škoda’s extensive launch plans in the Kingdom, Škoda Auto and SAMACO Motors are introducing a customer-centric rollout designed to establish strong visibility and immediate accessibility across key cities. A core element of this strategy is the deployment of 10 Škoda pop-up stores in strategic, high-traffic locations, allowing customers to discover and experience the brand before the rest of the retail network.
These touchpoints will be complemented by Škoda’s presence at Automechanika Riyadh, Jeddah, and the Riyadh Season festival, as well as at selected public events, underscoring the brand’s 130-year European heritage, Czech craftsmanship, and long-standing commitment to quality, innovation, and a customer-first approach as it enters Saudi Arabia.
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.
In 2025, Škoda became the third best-selling brand in Europe, a position it aims to permanently secure by the end of the decade. In addition, the car manufacturer is focusing on further strengthening its pillar outside Europe, primarily in dynamic growth markets, by leveraging its expertise to unlock growth potential across the entire Volkswagen Group.
India and Vietnam have become strategic markets in Škoda’s internationalisation plans, helping the company capitalise on existing sales prospects in the ASEAN region, the Middle East, Australia, and New Zealand.
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