Land Rover holds 'Challenge the Brand' workshop in Dubai

The workshop also provided the importers an extensive product induction on the much-awaited New Freelander, which is due to arrive in early 2004. The product brief highlighted the luxurious design elements, engineered sophistication and dynamic styling of the new Freelander, which has been the result of a $ 36 million investment.

Over hundred Land Rover delegates from across the globe attended the training programme. With a landscape covering sand, wadi and mountains, Dubai provided a unique mix of terrains and a perfect setting to host such an event.

Land Rover's special team of trainers flew-in from UK to design and conduct the workshop, to put to test the capabilities of the vehicles through some of most challenging routes of Dubai.

Under the theme 'Challenge the Brand', the workshop provided the importers an opportunity to drive the range of Land Rover models through various terrains and challenge the supreme on-road and off-road capabilities, maneuverability and riding comfort against all its key 4x4 competitors.

A static appraisal included evaluation of the design and aesthetic appeal, driving comfort, functional benefits, practicality, luxurious look and premium feel of the various models.

The current positioning, customer portfolio and market share of various Land Rover products across the region was reviewed against competitor brands and importers shared growth plans to further strengthen Land Rover's presence in all markets.

Land Rover is the world's only dedicated 4x4 manufacturer producing premium marques that include the Range Rover, Discovery, Defender and Freelander. All Land Rover models provide the driver with a premium off-road driving experience, combined with on-road refinement and luxury.