Ferrari Inaugurates Riyadh Showroom as New Retail Identity Reaches Middle East

The distinction is about the store format, not Ferrari’s first presence in Saudi Arabia. Local importer Fast Auto Technic had already introduced the new Riyadh location before Ferrari’s latest announcement.

A showroom designed around the ownership journey Ferrari says clients can review current models, configure a car privately and collect it in a room designed for a shared occasion with family and friends.

The concept follows Ferrari’s broader new showroom identity, introduced in Rome with spaces for gathering, configuration and more interaction between physical and digital tools. Riyadh is a regional expression of that approach rather than a claim that Ferrari has only now entered the Saudi market.

The retail test in a growing luxury market The private configuration area and delivery room extend the dealership beyond a conventional display floor. Ferrari’s Riyadh format puts the customer journey and owner community at the center of the physical location.