• In partnership with Premium Motors, Škoda introduces a full range of European-built ICE models alongside the Kushaq imported from India
  • New state-of-the-art showroom opens in Muscat, offering a fully digital and immersive customer experience

Middle East – Škoda Auto has officially entered the Omani market, marking the next step in its strategic expansion across the Middle East. This move supports the brand’s ambition to strengthen its presence outside of its European home market. The launch includes the opening of a fully digital, state-of-the-art showroom in Muscat, developed in partnership with Premium Motors, part of the Alfardan Group. In the coming months, Škoda will be introducing a full range of ICE models, including spacious sedans and a diverse SUV line-up. The SUV portfolio ranges from the compact Kushaq, imported from India and leveraging synergies given the geographical proximity, to the all-new seven-seater flagship Kodiaq, which is also available with all-wheel drive.

Martin Jahn, Board Member for Sales and Marketing, comments: “Entering the Omani market is an important milestone for Škoda. Expanding our footprint in the Middle East strengthens our presence beyond Europe. We are excited about the opportunities this market presents and remain committed to delivering vehicles that not only meet but exceed the expectations of our Omani customers.”

Škoda Auto expands its Middle Eastern presence with Oman launch

Škoda’s entry into Oman is a key component in its wider growth strategy for the Middle East. With demand for European automotive brands rising in the region, Škoda is committed to offering high-quality vehicles tailored to local preferences. Expanding into Oman grows the brand’s international footprint and supports its long-term ambitions beyond its core European market. Looking ahead, Škoda aims to achieve 10,000 annual deliveries in the Middle East, reinforcing its position 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. Our strategic partnership with Premium Motors enables us to bring advanced European automotive technology and exceptional customer service to Omani customers. With freshly refined wide product line-up, fully digitilised showroom and brand-new exclusive service centre facilities, we are confident that Škoda is set to achieve nothing shorts of exceptional success.”

Strategic partnership with Premium Motors and a state-of-the-art showroom in Muscat

Škoda Auto has partnered with Premium Motors, a member of the Alfardan Group, to bring its high-quality, value-for-money vehicles and signature Simply Clever features to Omani customers. Škoda’s first Omani showroom in Muscat is a cutting-edge facility designed to offer a fully digital, customer-focused experience. It features an interactive digital configurator and an immersive digital wall display, while a dedicated motorsport corner highlights Škoda’s rich racing heritage.

The new location in Muscat will also feature an exclusive Škoda service centre with eight work bays, ensuring comprehensive aftersales support. As part of its long-term commitment to the market, Škoda plans to open three additional showrooms and service centres across Oman by 2029, further strengthening its presence in the region.

The grand launch of Škoda Oman was inaugurated at an exclusive opening event, graced by distinguished dignitaries including 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, and Mr. Hussein Omar Alfardan, CMO of Alfardan Automotive along with Mr. Christian Nehme, General Manager of Premium Motors, Benoit Tiers, CEO of Volkswagen Group Middle East, and Lukas Honzak, Managing Director of Škoda Middle East.

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.”

Škoda introduces a diverse model line-up to meet market needs

Škoda’s initial line-up in Oman includes a full range of its European-built ICE sedans and hatchbacks, including the latest performance model, the new Octavia RS. The Czech automaker is also offering a diverse SUV portfolio, from its ICE flagship and seven-seater, the Kodiaq, which is also available with all-wheel drive, to the compact Kushaq, imported from India and leveraging synergies given the geographical proximity. These models are now available, giving Omani customers a wide range of options to suit their driving needs and preferences. As part of its long-term strategy, Škoda also plans to introduce electric vehicles to the Middle East.

Growth opportunities in Oman’s thriving automotive market

Oman’s economy is poised for growth, driven by diversification efforts and a favourable business environment. With a population of around 4.5 million and approximately 300 vehicles per 1,000 inhabitants, the country is already the fifth-largest automotive market in the region. Demand is rising for high-quality, technologically advanced, and practical vehicles that offer excellent value for money – making this the ideal time for Škoda to enter the market. With a focus on customer satisfaction and innovation, Škoda aims to capitalise on this growth potential.

For 130 years, Škoda has continuously evolved, combining a strong customer focus with a commitment to quality, safety, and efficiency. By consistently offering something extra, the brand has grown from a regional market leader into a globally competitive automaker. In the Middle East, Škoda seeks to build on this foundation by delivering models tailored to the driving preferences and lifestyles of Omani customers.

Contact

Hana Mathew
Marketing & PR manager
Škoda Middle East
hana.mathew@vwgme.com

Adel Al-Sharie
Account Manager
Performance Communications
 adel@performancecomms.com

About Škoda Auto

  • is successfully steering through the new decade with the Next Level – Škoda Strategy 2030.
  • aims to be one of the five best-selling brands in Europe by 2030 with an attractive line-up in the entry-level segments and additional e-models.
  • effectively leverages existing potential in important growth markets such as India, North Africa, Vietnam and the ASEAN region.
  • currently offers its customers twelve passenger-car series: the Fabia, Scala, Octavia and Superb as well as the Kamiq, Karoq, Kodiaq, Elroq, Enyaq, Slavia, Kylaq and Kushaq.
  • delivered over 926,000 vehicles to customers around the world in 2024.
  • has been a member of the Volkswagen Group for 30 years. The Volkswagen Group is one of the most successful vehicle manufacturers in the world.
  • is part of the Brand Group CORE – the organisational merger of the Volkswagen Group's volume brands – to achieve joint growth and to significantly increase the overall efficiency of the five volume brands
  • independently manufactures and develops components such as MEB battery systems, engines and transmissions as part of the Volkswagen Group; these components are also used in vehicles of other Group brands.
  • operates at three sites in the Czech Republic; has additional production capacity in China, Slovakia and India primarily through Group partnerships, as well as in Ukraine with a local partner.
  • employs approximately 40,000 people globally and is active in around 100 markets.