Škoda Auto has officially entered the Saudi Arabian market as part of a wider internationalisation strategy, partnering with SAMACO Motors to establish a new retail and customer experience presence across the Kingdom. The move positions Škoda within the region’s largest and fastest-growing automotive market, with annual sales expected to reach one million vehicles by 2030.
The brand will launch with a broad range of combustion-engine models, including the Kodiaq and Karoq SUVs, the compact Kushaq, and the Octavia — available both as a family sedan and as the performance-focused Octavia RS. The Superb Sedan and Wagon will follow, while the Slavia compact sedan is planned for introduction in 2026 to meet demand in one of the Kingdom’s most competitive passenger-car segments.
The brand’s strategy is focused on young drivers and families in major cities such as Riyadh, Jeddah and Dammam, where private mobility demand continues to increase. With vehicle ownership at just 156 cars per 1,000 inhabitants, Škoda sees an opportunity to help shape the next phase of growth within the Kingdom’s passenger-car market.
Škoda Auto and SAMACO will open the first two state-of-the-art retail sites in Jeddah and Al Khobar by the end of 2025, with a flagship showroom scheduled for Riyadh in 2026. The new showrooms will incorporate fully digital customer interfaces, including video walls, interactive touch tables and digital information stands, reflecting Škoda’s global shift toward a more connected retail environment.
Martin Jahn, Škoda Auto Board Member for Sales and Marketing, said: “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 are expected to reach one million vehicles by 2030 there. 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.”
To support the expansion, Škoda Auto has established a dedicated Middle East office within Volkswagen Group Middle East (VWGME). The team will coordinate the brand’s regional development, optimise synergies across the Group and oversee long-term growth plans in Saudi Arabia and neighbouring markets.
Škoda’s market entry further strengthens the Volkswagen Group’s footprint in the Gulf and highlights the growing importance of Saudi Arabia as a strategic centre for automotive brands seeking scale, volume and long-term investment potential.
