Škoda Auto has opened its first showroom in Saudi Arabia, marking the brand’s official entry into the Kingdom.
The showroom opened in Jeddah in partnership with SAMACO Motors, the exclusive dealer for Volkswagen Group brands in Saudi Arabia since 1978.
The Jeddah opening forms part of a three-showroom rollout planned across Jeddah, Al Khobar and Riyadh under Škoda’s global retail concept.
Škoda opens first Saudi Arabia showroom in Jeddah with SAMACO Motors
Škoda’s market entry is led through SAMACO Motors, which has operated in the Saudi automotive sector for more than four decades.
As part of the partnership, SAMACO Motors plans to open two additional Škoda showrooms in Al Khobar and Riyadh, including a flagship site in the capital. The showrooms will follow Škoda’s global retail format and provide a digital customer experience.
“The addition of Škoda to our brand portfolio is a proud and pivotal moment for SAMACO Motors. Our partnership with the Volkswagen Group, which has flourished for nearly five decades, has been instrumental in our growth and success. Škoda represents an exciting opportunity to bring vehicles that are practical, innovative, and perfectly aligned with the needs of our modern customers. We are committed to providing the Saudi market with unparalleled automotive solutions, supported by world-class service and an expanding network,” Mohammed Samy Raffa, CEO of SAMACO Motors said in a statement.
Saudi Arabia is positioned as a priority market within Škoda Auto’s Middle East and international expansion plans.
Considered the largest automotive market in the Middle East, the Kingdom plays a role in Škoda’s internationalisation strategy. The Saudi product line-up will include SUVs and sedans tailored to local requirements, with a focus on European engineering, safety standards, powertrains and usability features.
“It was a great pleasure to join our partners at SAMACO Motors, who worked tirelessly with Škoda Middle East to bring our brand to Saudi Arabia, and I extend my sincere gratitude to everyone who attended the opening of the very first Škoda showroom in the Kingdom, in Jeddah. My heartfelt thanks go to Sheikh Mohammed Wajeeh Sharbatly for an outstanding new showroom that truly marked the beginning of a new era for Škoda in Saudi Arabia. With more than 130 years of heritage, over one million cars delivered last year, and a strong position as Europe’s third best selling brand, Škoda is now ready to grow in the region’s largest and most dynamic automotive market. Saudi Arabia’s forward looking mindset, rapid transformation, and appetite for progress perfectly align with Škoda’s ambition to expand beyond Europe. Our cars, designed for modern lifestyles and offering strong value for money, are an ideal fit for customers across the Kingdom. The Jeddah opening represented Škoda’s official arrival in Saudi Arabia and the first step toward establishing three showrooms across the country. Together with SAMACO Motors, we look forward to exploring Škoda’s next chapter in Saudi Arabia,” Martin Jahn, Škoda Auto Board Member for Sales and Marketing added.
The Jeddah showroom opening follows Škoda Auto’s wider network expansion across the Middle East. The company said its regional growth is based on partnerships, retail formats and product offerings designed to meet customer needs across different segments.
Škoda outlines long-term plans for Saudi market
Škoda said the launch in Jeddah establishes the foundation for its long-term presence in Saudi Arabia, with a focus on growth, customer relationships and mobility solutions in collaboration with SAMACO Motors.
Škoda Auto is pursuing its Next Level Škoda Strategy and aims to rank among the top three best-selling brands in Europe by the end of the decade. The company offers battery electric, hybrid and internal combustion engine models.
In 2025, Škoda delivered more than 1,040,000 vehicles worldwide. The brand offers 12 passenger car model ranges and operates production facilities in the Czech Republic, China, Slovakia, India, Vietnam and Ukraine. Škoda employs around 40,000 people and operates in almost 100 markets worldwide.
