Posted on January 26, 2015

Alfardan Premier Motors Co., the exclusive importer of Land Rover in the State of Qatar, celebrated the MENA debut of Land Rover’s hotly anticipated New Discovery Sport, introducing the vehicle to an enthusiastic audience during an exclusive event hosted at the Marsa Malaz Kempinski, The Pearl - Doha. Turning heads since its worldwide debut at this year’s Paris Motor Show, the new Discovery Sport has been billed as the world’s most versatile and capable premium compact SUV, unique to its segment and is set to receive an overwhelming response from MENA customers when it goes on sale in the region early next year.

The event welcomed some of Qatar’s most notable VIP guests in addition to loyal Land Rover customers and Alfardan Premier Motors management team who were treated to an exclusive unveiling of the first member of Land Rover’s new Discovery family. Complete with thrilling live acts embodying the unique blend of refinement, performance and unmatched all-terrain capability that epitomises Land Rover vehicles, guests were welcomed with exciting live entertainment.

Alfardan Premier Motors shows off new 2 [].jpgSpeaking about the launch, Chris Wilde, Brand Director for Jaguar Land Rover MENA said: “The Discovery Sport combines premium dynamic design and versatility which I am confident will resonate on an emotional level with our MENA customers, and we expect this to deliver solid results when sales start. This vehicle has garnered a huge amount of attention globally and here in the region since the official unveiling in Paris and we are extremely proud to be revealing the new Discovery Sport here in Qatar.” Rabih Ataya, General Manager for Alfardan Premier Motors added: “We are honoured to unveil the Discovery Sport to our distinguished customers and VIPs in Qatar.  We are confident that this vehicle will exceed customer’s expectations when sales start.”

Anticipation for the new Discovery Sport launch has been building up over the last few months as car enthusiasts across the MENA region have been closely watching Global Engineers conduct a final series of hot weather tests on the new Discovery Sport prototypes with the Jaguar Land Rover Engineering Centre in Dubai. The prototypes were put through their paces during arduous Middle East hot weather tests which included off-road desert capability, transmission calibration and brake noise temperatures up to a sweltering 50°C.

Alfardan Premier Motors shows off new 3 [].jpgThe exclusive behind-the-scenes footage of the hot weather testing captured the new Discovery Sport showing off its exceptional capabilities, making it one of the most accomplished vehicles in its segment. A host of innovations have allowed Discovery Sport to boast a progressive new design approach and introduce the versatility of 5+2 seating into the premium compact SUV class for the first time, in a seating no larger than existing 5-seat premium SUVs.

Coupled with supple long-travel suspension, the innovative rear axle also ensures the Discovery Sport is comfortable, refined and rewarding to drive on-road, while retaining the breadth of the class-leading all-terrain capability for which Land Rover is world-renowned. As with every new Land Rover, safety has been a key priority in the development of the new Discovery Sport, resulting in a first-in-class pedestrian airbag, autonomous emergency braking, and a state-of-the-art bodyshell featuring both ultra-high-strength steel and lightweight aluminium.

This represents a fraction of the advanced equipment available in Discovery Sport, which also includes Head-Up Display (HUD), an all-new 8-inch touchscreen infotainment system, and tilt-and-slide row-two seating for maximum interior configurability. The new Discovery Sport range of four-cylinder turbocharged petrol engines will be available exclusively at Land Rover Showroom at Alfardan Plaza on Al Sadd Street, with a price starting from QAR 159,000.