Alfardan Premier Motors raises the bar for automotive innovation at the intersection of technology and design, launches world's biggest multi-level jaguar land rover showroom

The flagship showroom will be located at Burj Alfardan, which intertwines contemporary architecture with tech-powered, cutting-edge facilities, in Lusail City, itself a model of modern, sustainable, and cultural lifestyles and living experiences


Doha, Qatar: Culminating its market leadership and legacy milestones in the local and regional automotive industry, Alfardan Premier Motors Co., the official retailer of Jaguar Land Rover vehicles in the State of Qatar, is adding another feather to its cap with the opening of the world’s biggest, state-of-the-art, multi-level Jaguar Land Rover sales showroom; a creative and innovative experience and space at the intersection of technology and design, tailored around the ever-evolving needs of its loyal customers.

The flagship showroom will be located at Burj Alfardan, which intertwines contemporary architecture with tech-powered, cutting-edge facilities, in Lusail City, itself a model of modern, sustainable, and cultural lifestyles and living experiences.

The 7,800 square-metre facility boasts state-of-the-art lighting systems, pioneering vehicle design personalisation studios, and luxurious customer lounges, in a creative, passionate and welcoming space for auto enthusiasts and loyal clientele giving a strong sense of belongingness. It is, equally, a strong reflection of Alfardan Premier Motors’ commitment to building and strengthening its relationships with its customers in Qatar, and to solidifying and growing its partnership with Jaguar Land Rover in line with the local market’s evolving vision and ambitions.  

“For any business as much as for ours, customer trust is the key and cornerstone to unlocking future-proof growth avenues and prosperity. This showroom is a launch pad for automotive craftsmanship at its best, an intersection of innovation, design, and technology built around our customers’ needs and expectations, which have long pivoted our drive for expansion and progress in the market and beyond. It is, equally, a token of success, crowning and celebrating our unique and constantly evolving our partnership with Jaguar Land Rover in Qatar, and reflecting our deeply rooted commitment to this iconic automotive brand,” said Omar Hussain Alfardan, President and CEO of Alfardan Group.

“On this occasion, we are delighted to announce yet another milestone in this direction: the launch of the MENA’s first Special Vehicle Centre out of this very showroom, in Qatar, a landmark of this automotive craftsmanship and unprecedented experience for our loyal customers,” added Alfardan.

“Today’s unveiling marks a magnificent effort from Omar Alfardan and his team at Alfardan Premier Motors and comes as proof of their relentless drive for excellence in service standards in Qatar,” commented Prof. Dr. Ralf Speth, Chief Executive Officer, Jaguar Land Rover.

“Here we see a showroom that is worthy of the Jaguar and Land Rover names, led by our ARCH standard to provide an experience that our customers will love for life. Innovation in design, engineering, and technology has always been at the core of our business. Every day I am proud to see how autonomous, connected, electrified and shared vehicles – what we at Jaguar Land Rover call ‘ACES’, are being realised. This new flagship facility embraces all of these latest innovations, and is a fitting home for our fantastic range of Jaguar and Land Rover vehicles, including electric and hybrid models,” added Dr. Speth.

Alfardan Premier Motors’ Special Vehicle Centre will offer Jaguar Land Rover loyal and new customers a bespoke experience at the intersection of luxury, technology and design offering them an ultimate driving experience matching their needs.  

The showroom itself will house the all-new and flagship Jaguar Land Rover product line-up, which includes Jaguar XJ, XF, XE, F-PACE, E-PACE and F-TYPE. Under the Land Rover line-up will be featured the Range Rover, Range Rover Sport, Range Rover Velar, Range Rover Evoque, Land Rover Discovery and Land Rover Discovery Sport.

Joining this impressive product line-up in the near future will be the region’s adored legacy off-road vehicle, the iconic Land Rover Defender. The new generation Defenders will be revealed globally in the latter half of 2019; building on the model’s 70-year legacy, the flagship Defender model, much anticipated by auto aficionados, will feature high-performance advancements and tech-powered upgrades, embodying ultimate comfort, luxury and grit in driving experiences at once.

“This showroom is the largest in the world for Jaguar Land Rover; a reflection that was born from our passion to revolutionise the customer experience not only in the region, but the world over, so that the Alfardan Premier Motors name continues to be synonymous with unmatched sales and after-sales services. In the next chapter of our journey, we will continue to expand our portfolio toward offering a suite of exclusive, tailor-made services to meet our new and loyal customers’ evolving needs and aspirations,” commented Samer Bou Dargham, General Manager for Alfardan Premier Motors.

Built to the new Jaguar Land Rover global ARCH standard, the showroom features distinct architectural touches that were designed around comfortable, enriching customer experiences beyond showcasing the brands’ line-ups, and into an immersive space and platform.

In keeping pace with Jaguar Land Rover’s model rollout over the coming years, the new facility space was also designed to accommodate the expanded line-up from both brands, as well as future editions expected to join their range. This includes the all-new Defender and electric vehicles.

In a first-of-its-kind automotive design experience offered by Alfardan Premier Motors to auto enthusiasts, customers looking for the ultimate in bespoke customisation of their new vehicles will be invited to enjoy the use of the new Personalization Studio to add personal touches to their new vehicles, and to make use of the state-of-the-art configuration tables and accessories’ walls.

Alfardan Premier Motors will also be dedicating a showroom for Approved pre-owned vehicles from Jaguar and Land Rover, designed against rigorous Qatari servicing and maintenance quality standards adopted by both brands, and offering pre-owned motorists the same peace of mind they would enjoy when purchasing a new model.

Along with dedicated spaces for a wide collection of accessories, the showroom also houses a relaxing lounge area for customers that invites them into the Alfardan Premier Motors community and world throughout their showroom experience. Customers will also get to see a range of Jaguar Land Rover premium lifestyle branded goods and merchandise that have been carefully designed with the same meticulous attention to detail that goes into designing and developing Jaguar Land Rover range of vehicles. When the time comes to take the keys, the facility has dedicated private bays for the vehicles’ handover to customers.


About Alfardan Premier Motors Co:
Established in 1997, Alfardan Premier Motors is the official retailer of Jaguar Land Rover in Qatar which has captured a significant and growing share of the local market built on the company’s customer service focus. The modern and well-equipped showrooms and aftersales facilities, allow Alfardan Premier Motors to address fully all the requirements of its demanding and esteemed clientele. Alfardan Premier Motors has a rigorous process to ensure it maintains the best practices in the industry and delivers the highest possible levels of customer care to its elite clientele, which in turn further strengthens the brands.

About Jaguar Land Rover MENA:

  • Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel-drive vehicles; and Jaguar, one of the world’s premier luxury sports saloon and sports car marques.
  • We employ more than 44,000 people globally and support around 260,000 more through our retailer network, suppliers and local businesses. Manufacturing is centred in the UK, with additional plants in China, Brazil, Austria and Slovakia.
  • At Jaguar Land Rover we are driven by a desire to deliver class-leading vehicles, which will provide experiences our customers will love, for life. Our products are in demand around the globe. In 2017, Jaguar Land Rover sold 621,109 vehicles in 130 countries, with more than 80 per cent of our vehicles being sold abroad.
  • Our innovation is continuous: we will spend in the region over £4.5 billion this year on new product creation and capital expenditure.
  • From 2020 all new Jaguar Land Rover vehicles will be electrified, giving our customers even more choice. We will introduce a portfolio of electrified products across our model range, embracing fully electric, plug-in hybrid and mild hybrid vehicles as well as continuing to offer ultra-clean petrol and diesel engines.
  • Jaguar Land Rover MENA is responsible for the provision of region-wide support to 20 markets and their respective retailers in the Middle East and North Africa region.
  • Engineering Vehicle Testing Centre with a dedicated Jaguar Land Rover Training Academy that is the first of its kind in the region.
© Press Release 2019

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