Alfardan Group president and CEO Omar Alfardan (third, left) led the opening of the new standalone Mini showroom at West Bay on Thursday. He was joined by (from left) Alfardan Group – automotive operations COO Mohamed Kandeel, BMW Group Middle East managing director Johannes Seibert, Alfardan Group board director Fahd Alfardan, BMW Group Middle East sales and marketing director Alex Eftimov, and BMW Group head of region Asia, Pacific, South Africa and importer regions for Mini Henrik Wilhelmsmeyer.

 

Encouraged by the consistent year-on-year growth in Qatar, Alfardan Automobiles, the official BMW Group importer in Qatar, has opened its first all-new and stand-alone Mini showroom.

The new showroom will deliver an action-packed and fun experience to customers.

Omar Alfardan, president and CEO of Alfardan Group, led the unveiling on Thursday. It was attended by Henrik Wilhelmsmeyer, head of region Asia, Pacific, South Africa and importer regions for Mini at BMW Group; Johannes Seibert, managing director for BMW Group Middle East; Mohamed Kandeel, chief operating officer, Alfardan Group – automotive operations; and a number of senior executives, media and Mini customers.

The new Mini showroom, located at West Bay at Alfardan Towers, exudes a contemporary design that goes with the iconic and dynamic profiles of Mini cars on display.

Spread over 718 sqm it can display eight vehicles. It will also feature a dedicated John Cooper Works (Mini’s performance sub-brand) area for customers seeking that added bit of performance and aesthetic appeal for their popular vehicle).

“For the past five years, the Mini brand in Qatar has experienced double digit growth, with a recorded sales increase of 25 percent,” said Alfardan.

An exterior view of the new Mini showroom. PICTURE: Nasar T K

He expressed confidence that the new showroom will further strengthen the position of Mini in the Qatari market. It will also attract more people to the facility with its unconventional and exclusive design, as well as catering to needs of Mini owners and buyers.

“Alfardan takes pride in its proven ability to deliver the highest level of luxury and service excellence in all its business endeavours,” said Alfardan. “The Mini embraces this concept and also shares Alfardan Automobiles’ passion for excellence and promise to exceed customer expectations; while still keeping in line with the heritage and essence of the Mini brand.”

The new showroom will also showcase a large portion of Mini’s lifestyle merchandise as well as a range of unique accessories that maintain the brand’s cool and funky heritage.

Customers can learn more about the Mini brand and the model of their choice while chilling out in an interactive area called the Mini Hub.

At the opening ceremony of the showroom, Alfardan Automobiles also unveiled the all-new Mini 5-door Hatch. Ready to set new standards within its competitive 5-door hatchback segment in terms of legroom, headroom and boot space, the vehicle takes road presence to a new level with its two rear doors and increased interior space that is expected to attract a fresh group of customers to the Mini brand.

In typical Mini fashion, the new Mini 5-door hatch also offers a high level of customisation via a model-specific selection of upholstery colours, interior surfaces, colour lines, exterior colours and other design features.

The new Mini 5-door hatch also comes with a range of Mini Connected features that enhance the driving experience by keeping the driver connected with the outside world through both Android and iPhone.