Land Rover, one of the most renowned luxury, premium SUV manufacturers, has signed a dealership pact with Sardar Group, the largest privately-owned automotive group in Iraq, to enter the country's northern region of Kurdistan.

Sardar Group's flagship company Sardar Trading Agencies has been appointed as the exclusive importer to represent the Land Rover brand, said a top company official.

This venture marks the world renowned SUV manufacturers’ first official entry in the region, observed Robin Colgan, managing director, Jaguar Land Rover, Mena.

“We are already present in 19 markets in the Mena region and now with Sardar Group, a name which is synonymous with trust and customer care, we will be better poised to service the northern region of Iraq,' he added.

Colgan said the company was bringing a strong Land Rover product portfolio to the market and expected the vehicles to be well received by consumers here just as they have been across the globe and the Middle East region.

While the appointment of Sardar Trading Agencies will heighten Land Rover’s market presence with premium sales and after sales service, and strong infrastructure, it will also tap into the potential of the luxury car segment in the northern region of Iraq.

As part of its commitment to the brand, Sardar Group has invested into a new state-of the-art facility for Land Rover vehicles. The 2,400 sq m showroom and 1,700 sq m fully equipped after-sales centre is located on Golan Street in the city of Erbil.

“We are extremely honoured to represent Land Rover exclusively in the northern region of Iraq. Given Land Rover’s proud heritage and excellent vehicle portfolio combined with our strong market presence, infrastructure, and investment in our facilities and our highly dedicated staff; we look forward to taking the brand to the forefront of luxury 4x4s in the market,” said Sardar Hasan, chairman of Sardar Group.

Land Rover also showcased its 2010 portfolio at the Erbil Motor show for the first time, an exhibition attended by Iraq’s key automotive players at the Erbil International Fair ground last month.

The motor show was a focal point for the development of new business channels, in response to the growing needs of Iraq's - and the region’s - flourishing automotive industry.

Customers visiting the Land Rover showroom in Erbil will be able to preview the 2010 line-up comprising The Range Rover, the flagship, Range Rover Sport, the dynamic tourer, Land Rover LR4, the newly launched versatile SUV and the legendary Defender, Colgan said.

The 2010 vehicles set new benchmarks for performance and economy, boasting substantial increases in power and torque over their predecessors as well as reduced emissions and fuel consumption.

The Middle East is one of the most important markets for Land Rover and despite the recent global and local market downturn; the brand experienced a good sales year in the region and is firmly positioned to capitalize on this in 2010, he added.-TradeArabia News Service