Ferrari has opened a new showroom at Canopy Plaza on Riyadh’s Northern Ring Road, operated by its official Saudi importer, Fast Auto Technic. The facility is the first Ferrari showroom in Asia and the Middle East to adopt the brand’s latest global showroom concept. Beyond displaying and selling cars, the new location is designed around private vehicle configuration, deliveries, owner events and community experiences.
- Location: Canopy Plaza, Northern Ring Road, Riyadh
- Organisation: Ferrari, operated by Fast Auto Technic
- Status: Officially opened in October 2026
- Who is affected: Ferrari customers, owners, collectors and enthusiasts in Saudi Arabia
- Business impact: Strengthens Ferrari’s retail and customer presence in the Saudi market
- What’s next: Private events, model presentations, vehicle deliveries and Ferrari owner experiences
Ferrari has officially opened a new Riyadh showroom, giving Saudi Arabia the first Ferrari facility in Asia and the Middle East to feature the Italian marque’s latest global showroom design. Located at Canopy Plaza on the Northern Ring Road, the facility is operated by Fast Auto Technic, Ferrari’s official importer in Saudi Arabia.
The new Ferrari Riyadh showroom is designed to be more than a conventional dealership. Ferrari said the facility will bring together vehicle sales, personalisation, private deliveries and events, reflecting the company’s wider focus on creating closer relationships with its customers.
Why is Ferrari’s new Riyadh showroom different?
The showroom has been designed around a more private and personalised buying experience.
Its ground floor features a main display area for Ferrari’s latest models, while a dedicated configuration space allows customers to select materials, colours and finishes for their vehicles.
Ferrari has also designed the configuration area with privacy in mind. A retractable shutter can close the space completely while customers work through their vehicle specifications.
The same area can then be transformed into a private delivery room. This gives customers the option to collect their new Ferrari in a more personal setting with family and friends.
That approach reflects a wider change in the luxury automotive market, where the buying experience can be just as important as the vehicle itself.
What will customers find at the Ferrari Riyadh showroom?
The facility will also offer Ferrari Approved certified pre-owned vehicles.
Rather than placing these cars alongside the latest models in the main display area, Ferrari said approved pre-owned vehicles will be kept in a dedicated storage area.
The showroom will also host private events and new-model presentations. These activities are intended to make the facility a regular meeting point for Ferrari owners and enthusiasts in Saudi Arabia.
This community element is an important part of the new showroom concept. Ferrari is positioning the Riyadh location as a place where customers can interact with the brand even when they are not visiting to buy a vehicle.
The approach is consistent with Ferrari’s wider retail strategy, which places greater emphasis on personalisation, client relationships and experiences across its international dealer network.
Why is Riyadh important for Ferrari?
Saudi Arabia has become an increasingly important market for international luxury brands as the Kingdom expands its retail, tourism, entertainment and lifestyle sectors.
Ferrari has previously described Saudi Arabia as a market of growing significance and highlighted the expansion of its customer community in the country.
The Riyadh showroom gives the company a stronger physical presence in the Kingdom while also providing a dedicated environment for customer engagement.
Fast Auto Technic has represented Ferrari in Saudi Arabia since 1998. Ferrari’s dealer network currently includes the company’s operations in Riyadh and Jeddah, giving the marque an established presence in two of the Kingdom’s major cities.
The latest opening therefore builds on an existing relationship rather than marking Ferrari’s first entry into Saudi Arabia.
How does the showroom fit into Saudi Arabia’s Vision 2030?
The opening comes as Saudi Arabia continues to expand its non-oil economy under Vision 2030.
The Kingdom’s official Vision 2030 strategy identifies the development of the retail and tourism sectors, alongside greater private-sector participation and investment, as key parts of its economic transformation.
Tourism has also grown significantly. According to Saudi Arabia’s 2025 Vision 2030 annual report, tourism accounted for 5% of GDP in 2025, with a target of reaching 10% by 2030. The report also recorded around 29 million inbound tourists during 2025.
While Ferrari’s showroom is primarily a luxury automotive facility, its arrival fits into this broader shift towards more premium retail, entertainment and lifestyle experiences in Saudi cities.
For international brands, Riyadh is increasingly becoming a market where customers expect not only products but also personalised services and experiences.
What does the Ferrari opening mean for the luxury car market?
The new showroom shows how luxury car brands are adapting their physical locations to changing customer expectations.
Instead of focusing only on vehicle displays and sales consultations, Ferrari has incorporated private configuration areas, ceremonial deliveries and community events into the Riyadh facility.
For Ferrari customers, this means the showroom can become part of the ownership experience before and after a car purchase.
For the wider luxury automotive sector, the move also highlights the importance of Saudi Arabia as the Kingdom continues to attract global brands and develop its premium retail offering.
For Saudi Ferrari owners and enthusiasts, the new Riyadh showroom provides a dedicated space for vehicle purchases, personalisation, deliveries and brand events.
For UAE residents, the development is another sign of how quickly the GCC’s luxury and lifestyle market is evolving. Riyadh is increasingly competing with established regional hubs for high-end retail, entertainment and automotive experiences.
Ferrari has not publicly disclosed the showroom’s investment cost, size or expected annual sales, so there is no confirmed figure for its direct commercial impact.
However, its selection as the first Ferrari showroom in Asia and the Middle East to feature the company’s latest global identity gives Riyadh a notable position within Ferrari’s international retail network.
FAQs
Where is Ferrari’s new Riyadh showroom?
Ferrari’s new showroom is located at Canopy Plaza on the Northern Ring Road in Riyadh, Saudi Arabia.
Who operates Ferrari’s Riyadh showroom?
The showroom is operated by Fast Auto Technic, Ferrari’s official importer in Saudi Arabia. The company has represented Ferrari in the Kingdom since 1998.
What is special about the new Ferrari showroom?
It is the first Ferrari showroom in Asia and the Middle East to adopt the company’s latest global showroom design. It also includes a private configuration area that can be converted into a vehicle delivery room.
Does the showroom sell pre-owned Ferrari cars?
Yes. The facility will offer Ferrari Approved certified pre-owned vehicles, which will be kept in a dedicated area separate from the latest models.
Will Ferrari host events at the Riyadh showroom?
Yes. Ferrari said the facility will host private events, new-model presentations and other experiences for customers and members of the Ferrari community in Saudi Arabia.
Ferrari’s new Riyadh showroom marks a new stage in the brand’s presence in Saudi Arabia, combining vehicle sales with personalisation, private deliveries and community events. Its regional-first showroom concept also reflects Riyadh’s growing importance to global luxury brands as Saudi Arabia continues to develop its retail, tourism and lifestyle sectors under Vision 2030.
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