Škoda Auto has officially entered the Omani market, marking an important step in its Middle East expansion strategy. This launch reinforces the brand’s ambition to grow beyond its European base. The debut includes the opening of a cutting-edge, fully digital showroom in Muscat, created in collaboration with Premium Motors, a part of the Alfardan Group.
In the coming months, Škoda will offer a complete range of internal combustion engine (ICE) models, including spacious sedans and a diverse SUV lineup. The SUV offerings will range from the compact Kushaq, imported from India, to the new seven-seater flagship Kodiaq, which will also be available with all-wheel drive.
“Expanding into Oman is a key milestone for Škoda. It strengthens our presence in the Middle East and extends our reach beyond Europe. Our partnership with Premium Motors enables us to deliver advanced European automotive technology and exceptional customer service to Omani customers. We look forward to tapping into the opportunities this market offers,” said Martin Jahn, Board Member for Sales and Marketing.
Škoda’s entry into Oman is a pivotal part of its broader growth plan for the Middle East. As demand for European automotive brands rises in the region, Škoda aims to provide high-quality vehicles tailored to local preferences. Expanding into Oman contributes to the brand’s international growth and supports its long-term vision. Looking ahead, Škoda plans to achieve 10,000 annual deliveries in the Middle East, reinforcing its position as a key player in the regional automotive market.
Škoda Auto has partnered with Premium Motors, part of the Alfardan Group, to offer its affordable, high-quality vehicles to Omani consumers. The brand’s first showroom in Muscat features a state-of-the-art, fully digital experience, complete with an interactive configurator and a digital display wall. A dedicated motorsport corner showcases Škoda’s racing heritage.
The Muscat showroom will also include an exclusive Škoda service center with eight work bays, ensuring comprehensive aftersales support. As part of its long-term commitment, Škoda plans to open three more showrooms and service centers across Oman by 2029 to further enhance its regional presence.
The grand opening was attended by His Excellency Khalfan bin Said Al Shueili, Minister of Housing and Urban Planning, Omar Hussein Alfardan, President of Alfardan Group, and several other key figures from Volkswagen Group Middle East, along with Omani national rally champion Abdullah Al-Rawahi, who showcased his Škoda Fabia.
Škoda’s initial lineup in Oman includes a wide range of European-built ICE sedans and hatchbacks, including the new Octavia RS performance model. The Czech automaker is also introducing a diverse SUV portfolio, from the Kodiaq, a seven-seater available with all-wheel drive, to the compact Kushaq, imported from India to take advantage of regional synergies. These models are now available to offer Omani customers various options to meet their driving needs. Škoda also plans to introduce electric vehicles in the Middle East as part of its long-term strategy.
Oman’s economy is on a growth trajectory, driven by diversification and a favorable business climate. With a population of around 4.5 million and approximately 300 vehicles per 1,000 inhabitants, Oman is already the fifth-largest automotive market in the region. There is increasing demand for high-quality, technologically advanced, and practical vehicles that offer excellent value for money, making it an ideal time for Škoda to enter the market. With a strong focus on customer satisfaction and innovation, Škoda aims to tap into this growth potential.
For 130 years, Škoda has evolved by prioritizing customer needs and committing to quality, safety, and efficiency. The brand has grown from a regional leader to a globally competitive automaker. In the Middle East, Škoda plans to build on this success by delivering vehicles tailored to the driving preferences and lifestyles of Omani customers.
