The new facility is intended to build on a year in which there has been a 23 per cent growth in Jaguar sales and 40 per cent growth in Land Rover sales across the country.
“The reason you see so many Range Rovers is the penetration per capita in the UAE,” said Robin Colgan, the managing director for Jaguar Land Rover, Mena and Pakistan “It is far higher than any other market in the world. The Middle East features very heavily in our decision-making process, when we are looking at models, pricing, position and general product strategy.”
With that in mind, the Tata-owned company has opened a training centre, an academy and a spare parts centre in the emirate.
“The Gulf and the UAE are incredibly important to us” said Ralf Speth, the chief executive of Jaguar Land Rover.
“But delivering these special products means we need to know what kind of requirements and needs are in this region. It’s not just a different climate, we realise that, and are tailoring the cars specifically”.
The car maker reported a profit equivalent to Dh9.3 billion last year with the UAE experiencing a sharp increase in sales.
Car makers including Ferrari, Mercedes and Hyundai have returned growing UAE sales figures this year as banks looked to increase lending and customers made the most of extended Ramadan offers.