Land Rover ventures into Northern Iraq

Land Rover, one of the world’s most renowned luxury, premium SUV manufacturers, has reiterated its commitment to the Middle East by venturing into a new an untapped market – the northern region of Iraq also know as Kurdistan.

Appointing the esteemed Sardar Trading Agencies Ltd., the flagship company of Sardar Group, the largest privately owned automotive group in Iraq, as the exclusive Importer to represent the Land Rover brand; this venture marks the world renowned SUV manufacturers’ first official entry in the region.

Whilst the appointment of Sardar Trading Agencies Ltd. will heighten Land Rover’s market presence with premium sales and after sales service, and strong infrastructure, it will also tap into the potential of the luxury car segment in the northern region of Iraq.

As part of its commitment to the brand, Sardar Group has invested into a new state-of the-art facility for Land Rover vehicles. The 2,400 m² showroom and 1,700 m² fully equipped after-sales centre is located on Golan Street in the city of Erbil.

“We are extremely honoured to represent Land Rover exclusively in the northern region of Iraq. Given Land Rover’s proud heritage and excellent vehicle portfolio combined with our strong market presence, infrastructure, and investment in our facilities and our highly dedicated staff; we look forward to taking the brand to the forefront of luxury 4x4s in the market,” said Sardar Hasan, Chairman, Sardar Group.

Land Rover also debuted its 2010 portfolio at the Erbil Motor show for the first time, an exhibition attended by Iraq’s key automotive players at the Erbil International Fair ground from 10-13 January 2010. The motor show was a focal point for the development of new business channels, in response to the growing needs of Iraq’s – and the region’s – flourishing automotive industry.

“We are already present in 19 markets in the Middle East and North Africa region and now with Sardar Group, a name which is synonymous with trust and customer care, we will be better poised to service the northern region of Iraq.

We are bringing a strong Land Rover product portfolio to the market and the motor show; and expect the vehicles to be well received by consumers here just as they have been across the globe and the Middle East region,” explains Robin Colgan, Managing Director, Jaguar Land Rover, Middle East and North Africa.

Discerning customers visiting the Land Rover showroom in Erbil will be able to preview the 2010 line-up comprising The Range Rover, the flagship, Range Rover Sport, the dynamic tourer, Land Rover LR4, the newly launched versatile SUV and the legendary Defender.

The 2010 vehicles set new benchmarks for performance and economy, boasting substantial increases in power and torque over their predecessors as well as reduced emissions and fuel consumption.

The Middle East is one of the most important markets for Land Rover and despite the recent global and local market downturn; the brand experienced a good sales year in the region and is firmly positioned to capitalize on this in 2010.