On February 27, 2025, Škoda Auto officially launched in Oman, marking a significant step in its strategic expansion throughout the Middle East. This move aligns with the brand’s goal of increasing its presence beyond Europe. The launch features a cutting-edge, fully digital showroom in Muscat, created in collaboration with Premium Motors, part of the Alfardan Group. Over the next few months, Škoda will roll out a full range of internal combustion engine (ICE) models, including spacious sedans and a variety of SUVs. The SUV lineup will include the compact Kushaq, imported from India, and the new seven-seater Kodiaq, which is also available with all-wheel drive.
Martin Jahn, Škoda’s Board Member for Sales and Marketing, remarked: “Entering the Omani market is a key milestone for Škoda. Expanding in the Middle East enhances our presence beyond Europe. We are excited about the opportunities here and are dedicated to delivering vehicles that exceed the expectations of our Omani customers.”
Škoda’s expansion into Oman is an integral part of its broader growth strategy for the region. As demand for European automotive brands rises, Škoda is focused on providing high-quality vehicles that suit local tastes. This move boosts the brand’s global reach and supports its long-term objectives outside of Europe. Looking forward, Škoda targets 10,000 annual deliveries in the Middle East, solidifying its position as a strong contender in the regional car market.
Lukas Honzak, Managing Director of Škoda Middle East, expressed excitement about the company’s entry into Oman, highlighting the strategic partnership with Premium Motors that will provide Omani customers with advanced European automotive technology and outstanding customer service. With an enhanced product range, a fully digital showroom, and a brand-new service center, Škoda is confident that its success in Oman will be exceptional.
Škoda Auto has teamed up with Premium Motors, part of the Alfardan Group, to offer high-quality vehicles that combine great value with Škoda’s signature “Simply Clever” features to Omani customers. The first Škoda showroom in Muscat is designed to provide a cutting-edge digital experience, with features like an interactive digital configurator and a digital wall display, alongside a motorsport corner showcasing Škoda’s racing heritage.
The Muscat showroom will also include an exclusive Škoda service center with eight work bays for comprehensive aftersales support. As part of its long-term commitment, Škoda plans to open three more showrooms and service centers across Oman by 2029.
The grand opening event of Škoda Oman was attended by prominent figures, including His Excellency Mr. Khalfan Bin Said Al Shueili, Minister of Housing and Urban Planning, Mr. Omar Hussein Alfardan, President of Alfardan Group, and other key dignitaries.
Christian Nehme, General Manager of Premium Motors, expressed pride in adding Škoda to their portfolio, highlighting how the new showroom offers a unique and integrated customer experience with advanced digital tools and a seamless connection between sales and service teams.
Škoda’s initial offerings in Oman include a full range of European-built ICE sedans and hatchbacks, including the new Octavia RS. The company is also offering a wide SUV selection, such as the Kodiaq and the compact Kushaq, imported from India. These models are available now, with plans to introduce electric vehicles in the future as part of Škoda’s long-term strategy in the region.
With Oman’s growing automotive market driven by a favorable business environment, Škoda is well-positioned to capitalize on this opportunity. The country, with a population of 4.5 million, already ranks as the fifth-largest automotive market in the region, and the demand for high-quality, value-for-money vehicles is on the rise.
For 130 years, Škoda has evolved by focusing on customers while maintaining a strong commitment to quality, safety, and efficiency. In the Middle East, Škoda plans to leverage this history by offering models tailored to the preferences of Omani customers.
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