Alfardan Premier Motors Co., the official retailer of Jaguar Land Rover in the State of Qatar, has unveiled a new state-of-the-art Special Vehicle (SV) showroom at Burj Alfardan. Located on the second story of Lusail showroom, nestled at Burj Alfardan in Lusail City, the new space reasserts the site’s status as the world’s biggest Jaguar Land Rover showroom.

Becoming the Middle East’s first and only showroom space dedicated to SV — and the second of its kind in the world — the new floor is designed to deliver a full and truly satisfying SV experience to Qatar’s discerning motorists. The well-appointed space invites motorists to embark on an immersive customer journey that introduces the very latest technologies and services from Jaguar Land Rover’s hyper-luxury and performance arm.

The Special Vehicle Showroom will offer Jaguar Land Rover’s loyal and new customers a bespoke experience at the intersection of luxury, technology and design; curating a premier driving experience that matches their needs.

The SV showroom features a spacious boutique area where customers can purchase branded goods, and finely furnished lounges that reflect the luxury and comfort Jaguar Land Rover is renowned for. Here, with two semi-private lounge areas available, customers are afforded the privacy and time to discuss their options and explore the range of products, services and opportunities available to them — be it among themselves, or with a designated member of staff.

At the cutting-edge of modern customer service and automotive hospitality, the SV showroom makes for a technologically advanced experience. It incorporates the latest digitalisation devices and software, including large display screens, a configuration desk, and virtual silent salesman — all developed exclusively for the new SV floor.

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.

With a total floor area of 1,654 sqm, for both Jaguar and Land Rover brands, the all-new SV showroom can accommodate 15 cars. It houses an impressive fleet of stunning, critically acclaimed models, such as the Range Rover SVAutobiography Dynamic, which mixes sumptuous interior with V8 supercharged performance, and the Range Rover Velar SVAutobiography Dynamic Edition — the most powerful and luxurious Velar yet. The sports utility takes refinement and performance to new levels with its Intelligent Driveline Dynamics and Diamond Quilted leather seats.

The Range Rover Sport SVR — the fastest Land Rover to date — will also take centre stage here. One of the highest selling SV models that Jaguar Land Rover has produced, the SUV combines incredible performance with an unforgettable soundtrack; the stellar work of the car’s designers and engineers exemplifying the high standards the SV showroom was created to showcase.

Qatar’s new home of motoring excellence, the SV showroom will also spotlight top performers and award-winners, including the popular F-PACE SVR — the ultimate performance SUV and fastest F-PACE ever; and the bold XE SV Project 8 — the most extreme Jaguar ever, with its legendary supercharged V8.

Samer Bou Dargham, General Manager for Alfardan Premier Motors, said: “We are delighted to be adding yet another exciting element to a world-class facility that already stands apart as a model of automotive retail excellence. We believe that SVs — as artistic feats of engineering — are to be experienced. With the opening of our new SV showroom, we hope to curate truly fulfilling experiences that will live long in the memory and add to the lives of our customers. We look forward to welcoming all motor enthusiasts, from the region and beyond, opening their eyes, hearts and minds to some of the most brilliant and distinctive vehicles available today.”

Bruce Robertson, Managing Director of Jaguar Land Rover MENAP, added: “The opening of our Lusail showroom’s new SV floor is a landmark moment for us all. As the Middle East’s first ever showroom space solely dedicated to SV vehicles — and the second of its kind in the world — this new, thrilling element speaks to our commitment to blazing trails; catering to the needs of our customers in truly meaningful ways that resonate and excite. The development also highlights Qatar and the wider region’s place in the automotive world, empahsising the nation’s position as a global leader. In the wake of COVD-19 this really is cause to celebrate, and a testament to the resilience, hard work, and passion of Alfardan Premier Motors leadership and staff, as well as the people of Qatar.”