Ferrari’s official importer in Saudi Arabia, Fast Auto Technic, 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 turns into a delivery room for new owners.
The opening
Fast Auto Technic held the official inauguration on Sunday evening, with senior Ferrari representatives and clients from across the Kingdom attending. Ferrari announced the opening on 7 October 2026. The showroom is at Canopy Plaza on the Northern Ring Road in Riyadh. Guests toured the spaces, and the evening continued as Ferrari owners and fans celebrated together.
Inside the showroom
- Main display area: the latest Ferrari models on the ground floor, beneath bespoke ceiling detailing
- Configuration area: a curated selection of materials and finishes, which a retractable shutter can close off for privacy
- Private delivery room: the same space doubles as a room where new owners take delivery with friends and family
- Ferrari Approved: certified pre-owned cars, kept in a dedicated storage room
The showroom will also host events, new model presentations and brand experiences for Ferrari owners.
What Ferrari and its importer said
Ferrari’s Chief Commercial and Marketing Officer, Massimiliano Di Silvestre, said the opening is an important step for the brand in Saudi Arabia and the wider region, and that it reflects Ferrari’s commitment to offering clients an experience that matches the craftsmanship behind its cars.
Shaikh Mohammed Wajeeh Hassan Sharbatly, CEO of SAMACO Group and founder of Fast Auto Technic, described the showroom as a milestone in the company’s 28-year relationship with Ferrari. Fast Auto Technic has been Ferrari’s importer in the Kingdom since 1998.
Why Saudi Arabia matters to Ferrari
Ferrari calls Saudi Arabia an important market of growing significance in the region, with a passionate and expanding community of owners. Choosing Riyadh for the first showroom in Asia and the Middle East to carry the new identity shows how seriously the brand takes the market.
What it means for the Gulf
Because Riyadh is the first showroom in the region with the new look, no other Ferrari showroom in the Middle East, including the UAE, has it yet. Ferrari has not announced whether or when other showrooms will follow.
Visiting
The 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.
Sources: Ferrari press release, Riyadh, 7 October 2026; Ferrari Riyadh, Fast Auto Technic (official dealer site).
