Sardar Trading Agencies Ltd, part of the Sardar Group, the largest privately owned automotive group in Iraq, has been appointed as the distributor of the Land Rover brand in northern Iraq. This venture marks Land Rover's entry to the region. This move reiterates Land Rover's commitment to the Middle East as the company ventures into this untapped market, the northern region of Iraq also known as Kurdistan. As part of its commitment to the development, the Sardar Group has invested in a new, state-of the-art facility for Land Rover vehicles. The 2400sq/m showroom and fully equipped after-sales centre is located in the city of Erbil on Golan Street. "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 of the Sardar Group.
Land Rover premiered its 2010 model range at the Erbil Motor Show this month. The motor show was a great success 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 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 expect the vehicles to be well received by consumers here, just as they have been across the globe and the Middle East region," explained 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 view the 2010 line-up comprising the Range Rover, Range Rover Sport, Land Rover LR4 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.