“Škoda Auto’s entry into Saudi Arabia, the largest market in the Middle East, underscores our commitment to advancing our brand’s internationalisation. Already growing rapidly, annual car sales there are expected to reach one million vehicles by 2030. With our broad model portfolio, we aim to leverage these opportunities. We are joining forces with the Volkswagen Group’s sales organisation for the Middle East and our local partner SAMACO Motors – drawing on its expertise in the automotive market since 1978. At our showrooms, opening very soon, we will provide a fully digital customer experience featuring video walls, touch tables and car information stands.”
Martin Jahn, Škoda Auto Board Member for Sales and Marketing
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.
Global presence: Škoda Auto continues to expand beyond Europe
In 2025, Škoda became the third best-selling brand in Europe, a position it aims to secure permanently by the end of the decade. In addition, the car manufacturer is focusing on further strengthening its solid pillar outside Europe, primarily in dynamic growth markets, by contributing its expertise to leverage growth potential for the entire Volkswagen Group. India and Vietnam have become strategic key markets in Škoda’s internationalisation plans, helping the company to capitalise on existing sales prospects in the ASEAN region, the Middle East, Australia and New Zealand.