Phil Popham, the newly appointed global Managing Director for Land Rover visited the Middle East region just two months into his new role. With the luxury car market experiencing unprecedented growth in particular in the SUV segment, the visit came at an appropriate time.
Although newly appointed as global Managing Director, Popham is not a newcomer to the brand. He began his career as a graduate trainee in 1988, and worked his way up the corporate ladder. He brings a wealth of marketing and management experience to his new position as well as extensive knowledge of Land Rover products and the brand.
His Middle East visit included extensive meetings with importers from Ali Alghanim in Kuwait and Mana Automotive in Lebanon and regional office management to ensure he is equipped with a thorough understanding of the market, local business needs and relationships with valued business partners.
The visit also coincided with a tour of the new state-of-the-art Al Tayer Motors Showroom in Dubai and the opening of Alfardan Automobile’s new Land Rover After Sales facility in Qatar. Both these markets are experiencing tremendous economic growth and have been major contributors to the success of the brand.
The Middle East region is the third largest market for Range Rover globally and has witnessed a 21% increase in overall sales in 2005. In addition, March 2006 has recorded the best ever single month’s performance in the company’s history with global sales up 23% and 99% for the Middle East over 2005.
Land Rover now has the strongest product line-up with five distinct models: The Range Rover, Range Rover Sport, LR3, Defender and an exciting premium compact SUV, the new LR2 that will be introduced early in 2007.
The launch of these premium models has been in line with the brand’s new 21st century premium strategy to offer customers a choice of products that are sophisticated, premium, technologically advanced and suitable for all driving expectations.
This strategy has marked a new era in the history of the brand and has put Land Rover at the forefront of premium luxury SUV segment.
