Škoda Auto launches in Oman, strengthening its presence in the Middle East

Muscat, 27 February 2025 – Škoda Auto has officially entered the Omani market. This next step in the brand’s strategic expansion across the Middle East contributes to Škoda’s plans to further broaden its market presence outside of its European home market. The launch features a fully digital and state-of-the-art showroom in Muscat, developed in partnership with Premium Motors, part of the Alfardan Group. The Czech automaker will offer a full range of its ICE models within the next months including spacious sedans and a broad SUV portfolio ranging from the compact Kushaq to the all-to the all-new 7-seater Kodiaq, also available with all-wheel drive. 

Škoda Auto strengthens Middle Eastern presence with Oman launch

Škoda’s entry into Oman is a pivotal component of its broader Middle Eastern growth strategy. As demand for European automotive brands rises in the region, Škoda is committed to providing high-quality vehicles tailored to local preferences. The brand’s strategic expansion in Oman is designed to further broadening its market presence outside of its European home market. In the future, Škoda aims to reach 10,000 annual deliveries in the Middle East and thus establish the brand as a strong player in the regional automotive market.

Lukas Honzak, Managing Director of Škoda Middle East, commented: “We are thrilled to bring Škoda to Oman, a market with a strong appreciation for quality, reliability, and advanced technology. This launch, in partnership with Alfardan Group and Premium Motors, is a significant milestone for Škoda’s growth in the Middle East. We look forward to introducing Omani customers to our range of vehicles, each designed to enhance the driving experience with comfort, safety, and efficiency.”

Partnering with Premium Motors including a state-of-the-art showroom in Muscat

Škoda Auto has partnered with Premium Motors, a member of the Alfardan Group. The strategic partnership brings Škoda’s great value-for-money proposition, high quality and functionality as well as the brand’s simply clever features to Omani customers. The first Škoda showroom, located in Muscat, is a cutting-edge facility that offers a fully digital, customer-oriented experience, including an interactive digital configurator and an immersive digital wall display. A motorsport corner within the showroom celebrates Škoda’s dynamic racing legacy. The new facility in Muscat will also feature an exclusive Škoda service centre with 8 work bays that ensures comprehensive aftersales support. The brand plans to open three more showrooms and service centres across Oman by 2029, further solidifying its presence in the market.

The grand opening event was among others attended by His Excellency Mr. Khalfan Bin Said Al Shueili, Minister of Housing and Urban Planning, Mr. Omar Hussein Alfardan, President of Alfardan Group, Dr. Ma’n Alhamawi, CEO of Alfardan Automotive, Mr. Hussein Omar Alfardan, CMO of Alfardan Automotive, Mr. Christian Nehme, General Manager of Premium Motors, distinguished guests from Volkswagen Group Middle East as well as Omani national rally champion Abdullah Al-Rawahi, including his Škoda Fabia. 

Speaking at the event, Christian Nehme, General Manager of Premium Motors, said: “We are extremely proud to add Škoda to our growing portfolio of European car brands that Premium Motors represents in Oman. This showroom offers an entirely new level of customer experience. Every aspect of the space is thoughtfully integrated, from digital screens to the seamless coordination between our sales advisors and service team, to create a comfortable experience for our customers and deliver exceptional service. We are excited to bring this unique concept to Oman.”

Growth opportunities through Oman’s thriving automotive market presents

Oman’s economy is poised for growth, driven by diversification efforts and a favourable business environment. With its population of around 4.5 million people and currently around 300 vehicles per 1,000 inhabitants, the country is already the 5th strongest automotive market in the region. The automotive market in Oman is experiencing increased demand for high-quality, technologically advanced and practical vehicles offering value for money, making it an ideal time for Škoda to enter. With a focus on customer satisfaction and a commitment to innovation, Škoda aims to capitalize on this growth potential.

Škoda introduces diverse model lineup, matching the market’s needs

Škoda’s initial offering in Oman includes a full range of its ICE sedans from Europe, including the latest performance model, the new Octavia RS. The Czech automaker is also offering a diverse SUV portfolio, from the compact Kushaq to the ICE flagship 7-seater Kodiaq, which is also available as 4×4. These models are now available to order, providing Omani customers with a variety of options to suit their driving needs and preferences. Škoda also intends to offer electric vehicles in the Middle East in the future.

For 130 years, Škoda has been continuously developing and reinventing itself with a strong customer focus. The brand’s commitment to quality, safety, efficiency, and always offering a little something extra transformed Škoda from a regional market leader into a competitive global automaker. In the Middle East, Škoda aims to continue this legacy by offering models that align with the driving preferences and lifestyle needs of its Omani customer groups.

To celebrate the launch and the spirit of Ramadan, Premium Motors has introduced exclusive offers, making this the perfect time to own a Škoda. With every car purchase, customers get up to 7 gold coins, with prices starting from OMR 6,950. Additional benefits include a five-year warranty or 150,000 KM (whichever comes first), five years of roadside assistance, free registration, and free window tinting.