Mladá Boleslav, 28 November 2025 – Škoda Auto is accelerating its global footprint with a major move into the Saudi Arabian market, marking a significant milestone in the brand’s internationalisation strategy. Partnering with SAMACO Motors, a leading distributor of Volkswagen Group brands for over 15 years, Škoda is set to bring its diverse portfolio of vehicles to one of the Middle East’s fastest-growing automotive markets.
A Broad Portfolio to Meet Saudi Demand
The brand’s initial offering in Saudi Arabia will include the Octavia hatchback alongside the Kushaq, Karoq, and Kodiaq SUVs, with the Superb hatchback and estate joining the line-up shortly thereafter. In 2026, the Slavia compact saloon will be introduced to meet strong local demand in the segment, ensuring a comprehensive range to appeal to young professionals and families in urban centers.
Modern Retail Spaces for a Premium Experience
Škoda Auto is setting the stage with state-of-the-art showrooms designed to reflect the brand’s commitment to quality and innovation. The first two locations, covering over 1,200 m² each, will open in Jeddah and Al Khobar by the end of 2025. A flagship outlet in Riyadh is scheduled to launch in 2026, reinforcing Škoda’s long-term commitment to the Kingdom.
Capturing Growth in a Dynamic Market
Saudi Arabia represents the largest automotive market in the Middle East, with sales projected to reach one million vehicles annually by 2030. Current vehicle penetration stands at just 156 per 1,000 inhabitants, highlighting significant room for growth. To maximise opportunities, Škoda Auto has established a dedicated Middle East office under Volkswagen Group Middle East (VWGME), which will oversee regional operations and drive brand development.
Strategic Partnership with SAMACO Motors
Škoda Auto’s entry into Saudi Arabia is underpinned by a strategic alliance with SAMACO Motors, part of the renowned Al Nahla Group. Established in 1978, SAMACO Motors has long been a cornerstone of the Kingdom’s automotive landscape, representing brands such as Audi, Volkswagen, Porsche, Bentley, and Lamborghini. Leveraging SAMACO’s deep market expertise and established network, Škoda is positioned to make a strong impact from day one.
Building on a Global Expansion Strategy
This move into Saudi Arabia complements Škoda Auto’s broader internationalisation ambitions. In the first half of 2025, the brand expanded into Oman, resumed operations in Qatar, and opened two new showrooms in the United Arab Emirates. Beyond the Middle East, Škoda continues to strengthen its presence in key growth markets such as India and Vietnam, positioning itself as a major contributor to Volkswagen Group’s global strategy.
Having secured its position as the third best-selling brand in Europe in 2025, Škoda Auto now aims to replicate its success on the international stage, leveraging a strong product line-up, innovative retail experiences, and strategic partnerships to capture new markets and drive sustainable growth.
