Alfardan Premier Motors invests in customer experience with intensive employee training
October 20 2019 12:53 AM
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Losail International Circuit
Day 1 of the training was held at Losail International Circuit, where the staff members familiarised themselves with the performance of the latest models on both a racetrack and a 4x4 track.

Alfardan Premier Motors Co, the official retailer of Jaguar Land Rover vehicles in Qatar, recently hosted a 10-day intensive training programme for its Sales and Aftersales team as the automotive brand “gears up for a strong finish to 2019”.
The training programme “ultimately aims to better serve customers in an ever-changing automotive market by further refining the customer service skills and product knowledge of staff”, Alfardan Premier Motors said in a press statement.
Day 1 of the training was held at Losail International Circuit, where staff members familiarised themselves with the performance of the latest models on both a racetrack and a 4x4 track.
Staff members were also equipped with theoretical product knowledge about the new Land Rover Defender, a vehicle “designed for 21st century adventures with intuitive technologies and connectivity”.
Touted as the “most capable Land Rover ever built”, the model was revealed earlier this year at the Frankfurt Motor Show, and is due to be launched in Qatar during the first half of 2020, the statement noted.
Alongside a practical understanding of the latest Jaguar and Land Rover models, the employees refreshed their skills “in delivering an elevated retail experience when customers step through the doors of any Alfardan Premier Motors facilities”.
The retailer opened the world’s largest Jaguar Land Rover showroom in Lusail City earlier this year, bringing a state-of-the-art, multi-level, 7,800sq m flagship facility to motorists.
Built to the luxury manufacturer’s global ARCH standard, the showroom has been purposefully designed to create an experience that customers will love for life.
“Investing in the human resources tops Alfardan Premier Motors’ corporate agendas as, behind its outstanding track record, lies a pool of relentless efforts and an unfaltering commitment to generate landmark success milestones,” the statement points out.
“In an industry that evolves so rapidly, it is imperative that our employees have their fingers on the pulse of the latest offerings and developments from Jaguar Land Rover,” said Samer Bou Dargham, general manager for Alfardan Premier Motors.
“Our employees are often the first point of contact for prospective car owners, and with regular training, we’re making sure each team member is equipped to uphold the exceptional standards motorists expect from Alfardan Premier Motors and the Jaguar Land Rover brands.”
October’s intensive training programme “demonstrates the commitment Alfardan Premier Motors and Jaguar Land Rover share towards the skilled teams in Qatar, in service of the brand’s discerning customers”, the statement adds.
“As a global brand, it is imperative we retain the best talent and attract eager young entrants to the industry to support our dealer network and engineering and manufacturing practices,” said Desmond Alphonsus, head of Training, Jaguar Land Rover Mena.
“Training programmes such as this are one example of how we’re attracting the very best people, as they provide our staff with industry-leading knowledge and guidance to grow as professionals.”



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