Ferrari Opens a New Showroom in Riyadh, the First in the Middle East With Its New Global Design

Fast Auto Technic, Ferrari’s official importer in Saudi Arabia, has inaugurated a new showroom in Riyadh. It is the first in Asia and the Middle East to use Ferrari’s latest global corporate identity, and it includes a private area that doubles as a delivery room for new owners.

The opening

The showroom was officially inaugurated on Sunday evening at Canopy Plaza on Riyadh’s Northern Ring Road. Senior Ferrari representatives and clients from across Saudi Arabia attended the ceremony, which included a guided tour of the new space and a gathering of Ferrari owners and enthusiasts.

Why it matters: a new global design, first in the region

Ferrari introduced its new dealership identity in Rome in May 2025, and Riyadh is now the first location in Asia and the Middle East to adopt it. Ferrari says the concept is built around elegance, a sense of belonging and a closer connection to the brand’s character. Ferrari’s Chief Commercial and Marketing Officer, Massimiliano Di Silvestre, called the opening an important step for the brand in Saudi Arabia and the wider region, matching the craftsmanship in the cars with the client experience.

Inside the showroom

• Main display area: the ground floor shows the latest Ferrari models under custom ceiling detailing.
• Configuration area: clients can choose from a curated selection of materials and finishes. A retractable shutter closes the space off to create a private setting.
• Delivery room: the same private area turns into a delivery room, where new owners can take possession of their car with friends and family around them.
• Ferrari Approved: certified pre-owned cars are available, kept in a dedicated storage room.

Ferrari says the space is designed as a home for its community in the Kingdom and will host private events, new model presentations and brand experiences.

A 28-year partnership

Fast Auto Technic has been Ferrari’s official importer in Saudi Arabia since 1998. Shaikh Mohammed Wajeeh Hassan Sharbatly, CEO of SAMACO Group and Vice-Chairman and Founder of Fast Auto Technic, said the showroom reflects confidence in the Kingdom and its growing community of Ferrari owners. Ferrari describes Saudi Arabia as an important and increasingly significant market in the region.

Visiting hours

The Riyadh showroom is open Saturday to Thursday from 10:00 AM to 1:00 PM and from 5:00 PM to 10:00 PM. It is closed on Fridays.

What it means for the UAE

Ferrari has not said whether showrooms in the UAE will adopt the new design, or when. For UAE Ferrari fans, the Riyadh opening shows how the brand is investing in the Gulf, and it makes the same design upgrade at home a reasonable thing to watch for.

Sources: Ferrari press release, Riyadh, 7 October 2026. Background: Ferrari, new dealer corporate identity; Fast Auto Technic, Ferrari Riyadh.