Spectacular new Alfardan BMW showroom in West Bay

More five-star lounge than sales floor, the new showroom is a lifestyle statement in itself. In line with the promise of growth and expansion that Omar Alfardan made in 2006 on the 10-year anniversary of the BMW Alfardan partnership, the showroom represents a further strengthening of the business relationship between the Alfardan Group and BMW Automobiles.

"This new showroom is a direct manifestation of Mr. Alfardan's own vision," said Naim Majdalani, Acting General Manager, Alfardan Automobiles. "It's his reaffirmation of the kind of lifestyle aspired to offer the residents of Qatar."

The opening was celebrated in the evening at a cocktail reception attended by guests, media invitees, and VIPs including members of the top BMW AG management like Mr. Kay Segler, Senior Vice Preseident Importer Markets, BMW AG, and BMW Middle East Managing Director, Mr. Phil Horton, in addition to all BMW regional Area Managers and other members of BMW Senior Management.

The 2860 square meter showroom is housed at the exclusive Alfardan Towers in the premium West Bay area of Doha city. Its location, neighboring the fashionable boutiques and trendy cafes of West Bay is no accident. "This is the start of a new era for Alfardan Automobiles. We are the first car dealer to establish a presence in this part of Doha city. As the city expands, we want to make sure we're always close to our valued customers who share our vision of living, and that makes the elite West Bay neighborhood the perfect location for us."

Designed to display 43 cars without even a hint of crowding, the spacious showroom clearly has the exclusive feel of Alfardan Automobiles and the exquisite touch of BMW class. On display are all the Alfardan Auto Brands. Occupying a large part of the floor space are the latest BMWs displayed in their own 1,662 square meter area.
The sheer variety of the cars on display is enough to set any automobile enthusiast's pulse racing. There's a whole range of BMW Alpina cars displayed in the Alpina lounge, as well as BMW's exclusive M Power range including the M3, M6 and M5 in the M Lounge. Right next to the consultation area are a select few cars from BMW's individual range.

"Individual cars are one-of-a-kind BMW's, a combination of colors, wood, leathers, wheel rims, and other features & accessories that exist only on this one car. While we will gladly undertake orders for customized Individuals, we also have a few Individuals on the floor at all times for those who want a completely unique car for themselves," explained Majdalani.

On one side of the floor is the 241 square meter MINI Lounge. Black dominates while streaks of yellow, blue, red, and green show through. The atmosphere turns trendy and the bold, as the unmistakable styling of the MINI takes center stage. It's clear that as far as the fun factor goes, MINI can match BMW wheel for wheel. On the other side of the showroom are the stately Rolls Royces, the very epitome of luxurious sophistication, in their own 240 square meter dedicated lounge. "The layout of the new showroom allows complete brand exposure, as well as encouraging the individuality of each car to shine through," pointed out Majdalani.

All cars on the floor are lit by a state-of-the-art lighting system never before seen in a BMW showroom in Qatar. Colors come alive and every detail of the car is clearly outlined under the soft yet brilliant lighting. Futuristic TV screens are spread out around the showroom for anyone who can take their eyes off the cars. The latest BMW furniture, custom made for the new showroom from scratch, adds to the plush ambience of the showroom. Two computerized consultation lounges have been placed on the showroom floor where customers can choose every detail of the cars they want to take a closer look at. Color samples are at hand, as is a digital simulator that allows a virtual view of any BMW with any of the thousands of choices of colors and accessories.

"Customers shouldn't have to imagine what their car would look like in a certain color combination or with a certain kind of upholstery," said Majdalani, "so the digital simulator let's them see for themselves and thus eliminates the guesswork."

From the range of cars on display to intelligent use of technology and the customer service experience to match, the new showroom sets new standards not only in Qatar, but across the world. "Once you've experienced this, nothing else will be good enough," said Majdalani confidently. "This showroom is now going to be the new heart of BMW in Qatar." In fact, Alfardan Automobiles has announced that the launch of the passionately anticipated BMW X6 Sports Activity Coupe will soon be celebrated exclusively at the new showroom.

Key Segler, Senior Vice President, Importer Markets, BMW AG acknowledged the remarkable commitment that Alfardan Automobiles has displayed towards its clients by building the splendid showroom with the latest technologies brought to the BMW world. "Alfardan Automobiles has already shown that phenomenal growth is achievable even in a relatively small market like Qatar. Their track record from 1996 through 2006 stands testament to the possibilities. Now with this showroom, Alfardan Automobiles has just taken BMW to the next level in Qatar."

And it's not just the showroom. In anticipation of further growth, Alfardan Automobiles has already taken steps to dramatically increase after sales support. "We're expecting strong growth for BMW, thanks in part to this new showroom, and we're doing everything it takes to make sure that we have the infrastructure and personnel to ensure that our customers have just as good a time in the after sales department as they do in the showroom," said Majdalani. "After all, we are committed to delivering an extraordinary ownership experience, not just extraordinary cars."

As the guests enjoyed the evening and took in the breathtaking array of high-performance cars on display, Majdalani summed up the company's mission, "As always, Alfardan Automobiles remains devoted to making available some of the finest, most coveted automobiles to our customers, along with the lifestyle experience to match."