The British marque said the appointment forms part of its long-term strategy to deepen engagement with clients in key Middle East markets, where bespoke commissions and limited-series models continue to drive growth. Jeddah has emerged as a focal point for luxury consumption, supported by its role as a commercial hub and gateway for international visitors, as well as proximity to large-scale projects along the Red Sea coast.
Mohamed Yousuf Naghi Motors brings decades of automotive retail experience in the Kingdom, with an established portfolio of premium and luxury brands. The company’s local knowledge, aftersales infrastructure and customer-relationship capabilities were cited by Rolls-Royce executives as central to the decision, particularly as expectations among Rolls-Royce clients extend beyond sales to include tailored ownership experiences, customisation and long-term servicing.
The Jeddah dealership is expected to operate to Rolls-Royce Motor Cars’ latest global retail standards, incorporating private commissioning spaces, digital configuration tools and curated environments designed to reflect the brand’s emphasis on craftsmanship and personalisation. Such spaces have become increasingly important as clients in the region show rising interest in one-of-one specifications, unique colour palettes and materials inspired by local culture and landscapes.
Saudi Arabia has been a consistently strong market for Rolls-Royce Motor Cars within the Middle East and Africa region, alongside the United Arab Emirates. Industry data and company disclosures indicate that demand is being driven not only by traditional luxury buyers but also by a younger demographic of entrepreneurs and investors seeking bespoke vehicles that signal status while reflecting individual identity. The popularity of models such as the Cullinan and Ghost Series II has underscored this shift, with SUVs and dynamically focused saloons attracting buyers who combine luxury with daily usability.
The appointment also aligns with broader changes in the Kingdom’s automotive retail landscape. Market liberalisation, evolving consumer preferences and higher expectations for service quality have prompted manufacturers to reassess dealer networks and invest in upgraded facilities. Luxury brands, in particular, are placing greater emphasis on consistency of brand experience across cities, rather than relying solely on flagship locations in Riyadh or Dubai to serve regional clients.
For Mohamed Yousuf Naghi Motors, the Rolls-Royce franchise represents a strategic addition that complements its existing operations in the premium segment. Company executives have indicated that the focus will be on long-term relationship building, including dedicated client services, private viewings and tailored ownership programmes. Such approaches are increasingly seen as essential in the ultra-luxury category, where repeat purchases and referrals account for a significant share of sales.
The Jeddah expansion comes at a time when Rolls-Royce Motor Cars is navigating a period of transition and investment. The company has been rolling out updated model lines, expanding its Coachbuild and Bespoke divisions, and preparing for an all-electric future led by the Spectre, its first fully electric model. Middle East markets are viewed as critical to this transition, given their appetite for high-value vehicles and willingness to adopt new technologies when aligned with luxury and performance expectations.
Analysts tracking the regional luxury automotive sector note that Saudi Arabia’s Vision 2030 programme, while primarily focused on diversification and social development, has had indirect effects on consumer markets. Increased economic activity, a growing events calendar and rising international visibility have contributed to stronger demand for high-end goods, including luxury cars. Jeddah’s positioning as a cultural and tourism centre further supports this trend.
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Saudi Arabia