The U.S.-Saudi Business Council is pleased to feature Wallan Group in our latest Member Spotlight. The Council had the pleasure of speaking with Fahad Wallan, Chairman of Wallan Group, about the evolving automotive industry in Saudi Arabia, the opportunities emerging under Vision 2030, and the growing potential for collaboration between Saudi and U.S. companies. Mr. Wallan also shared insights into Wallan Group’s priorities and its vision for the future of mobility in the Kingdom.
How is Saudi Arabia’s automotive market changing, and what trends will have the greatest impact over the next several years?
Saudi Arabia’s automotive market is becoming more demanding, more digital and more diverse. Customers still care about reliability and resale value, but they now compare the whole ownership experience: financing, delivery time, service quality, software, safety and fuel efficiency. In our showrooms, a family may research online at night, visit us the next morning and ask about warranty and
spare parts before discussing colour. That tells me trust is built after the sale as much as before it.
Over the next few years, three trends will matter most. First, hybrids and EVs will grow alongside efficient petrol models because customers want practical choices, not slogans. Second, digital retail will become normal, but the physical showroom will remain the place where confidence is confirmed. Third, mobility will expand beyond ownership into rental, leasing and fleet solutions. My advice to the industry is simple: invest in aftersales, train Saudi technicians early, and design products for our climate and roads.
How is Vision 2030 creating new opportunities for Saudi companies operating in the automotive sector?
Vision 2030 is changing the question from “How many cars can we import?” to “How much value can we create in Saudi Arabia?” That is a profound shift, and I want to thank His Royal Highness Crown Prince Mohammed bin Salman, whose vision is driving the Kingdom’s growth and giving Saudi companies the confidence to build for the long term. It opens opportunities in assembly, components, logistics, financing, aftersales, training and mobility services. The opportunity is not only to build vehicles; it is to build capability.
For a Saudi group like ours, the priority is partnership. We bring market knowledge, customer relationships and service discipline; global partners bring technology, manufacturing systems and training. When those strengths meet, the customer receives better products and the Kingdom gains skills that stay here. I have learned that a successful partnership is not the one with the biggest announcement. It is the one that still works when the excitement fades. We should measure localization by quality jobs, supplier depth and technology transfer—not only by factory openings.
How is Saudi consumer interest in electric vehicles developing, and what will be needed to support greater EV adoption in the Kingdom?
Saudi interest in EVs is real, but it is still practical rather than emotional. Customers like the design, quietness and technology, yet they ask three questions: Where do I charge? What happens in summer? And what will the car be worth later? In showroom conversations, the turning point is rarely acceleration; it is the map. When customers see chargers on their actual route, the discussion changes. That is the market in one sentence: curiosity is high, but confidence must catch up.
Greater adoption needs four things: reliable public charging on city routes and highways, clear battery warranty standards, more trained EV technicians, and transparent resale values. We also need products tested for Saudi heat, dust and long distances. As a distributor, our responsibility is not to push an EV before it fits the customer’s life. It is to make ownership easy, honest and supported from day one.
Where do you see the greatest opportunities for collaboration between Saudi and U.S. companies as the Kingdom’s automotive and mobility sector expands?
The strongest Saudi–U.S. opportunities sit where American innovation meets Saudi scale and ambition. I see immediate potential in electric mobility, connected vehicles, safety systems, fleet software, charging, battery diagnostics, remanufacturing and technician training. Lucid’s manufacturing presence shows what can happen when capital, technology and national commitment align, but the next wave should go deeper into the supply chain.
The best collaboration will not simply import finished products. It will create shared testing programs for Gulf climates, local supplier development, data-driven fleet management and specialized education for Saudi engineers. In our discussions, the most productive partners begin by asking how Saudis actually drive, maintain and finance vehicles. That humility matters. We should build around three principles: transfer knowledge, protect the customer, and create value on both sides. If we do that, the relationship moves from trade to genuine industrial partnership—and that is where durable growth lies.
Looking ahead, what are Wallan Group’s priorities and what are you most excited about as Saudi Arabia’s automotive industry continues to develop?
Our priority is to grow without losing the trust that brought customers to us. Across Wallan Holding, we are focused on stronger aftersales, better digital journeys, capable Saudi talent and mobility choices that fit different stages of life—from first car to family SUV, rental, fleet or premium EV. The brands we represent give us a wide view of the market, but our responsibility is local: listen carefully, serve honestly and invest ahead of demand.
What excites me most is the possibility of Saudi Arabia becoming a genuine mobility hub, not only a destination market. That will require patience and humility—two lessons I learned from my late father, Mr. Saad Wallan, the founder of Wallan Group. He taught me that reputation is earned in small moments: a repair completed on time, a clear explanation, a fair trade-in. That lesson still guides us. If we keep improving those moments while building new capabilities in EVs, rental, real estate and investment, Wallan can grow with the Kingdom and help shape the next chapter of Saudi mobility.
