Automotive news

Emirates Motor Company to Provide Support Cars for World’s Best Cyclists During Abu Dhabi Tour


The world’s best cyclists will be supported by a fleet of Mercedes-Benz vehicles supplied by Emirates Motor Company – Passenger Cars (EMC-PC) as they battle it out in this year’s Abu Dhabi Tour.

EMC-PC, the authorised Mercedes-Benz distributor in Abu Dhabi and flagship company of ALFAHIM, will provide a convoy of 70 vehicles that will follow the riders, including British superstar Mark Cavendish, during the four-day, 687-kilometre route across the Emirate of Abu Dhabi.

Taking place from February 21stto 25th, the fourth edition of the Abu Dhabi Tour will see cyclists tackle three flat stages, one individual time trial and one mountain stage, during which the teams ride up and down one of the highest mountains in the UAE – Jebel Hafeet in Al Ain.

The first stage of the world-class cycling event, taking place in Madinat Zayed Western Region on February 21st, has been named after EMC-PC’s parent company conglomerate – ALFAHIM, the official automotive sponsor for the fourth year in a row and provider of high-end support vehicles from its exclusive Mercedes-Benz range.

Mohammed Abdullah Al Fahim, ALFAHIM Group Head of Business Development, will award the trophy for the first ALFAHIM Stage at a ceremony on the podium in Madinat Zayed on February 21st.

Each support car that follows the racing pack is equipped with essential equipment, food and key staff members. The cars are used in the peloton by teams for race management, assistance and technical support, and by race organisation management and officials.

Frank Bernthaler, CEO of ALFAHIM Automotive, said: “We are delighted to once again be part of the Abu Dhabi Tour through our flagship company, EMC-PC, and work closely in partnership with the Abu Dhabi Sports Council (ADSC) to promote sporting events on the local and global stage. Our Mercedes-Benz vehicles have an important role to play in ensuring the teams taking part in the Abu Dhabi Tour can compete safely as they make their way across Abu Dhabi.

“The Abu Dhabi Tour is one of the premier cycling events in the world, attracting the sport’s best athletes for four grueling days of riding, and we are proud to be supporting this endurance race since the first event a few years ago. We continue to look forward to growing our successful partnership with the tour and ADSC in the years to come.”  

The Abu Dhabi Tour completes an impressive hat-trick of sporting sponsorships in the capital for EMC following the Mubadala Tennis Championship and the HSBC Championship, in December and January, respectively.

Ramez Youssef, Head of Marketing and Communications at ALFAHIM, said: “Endorsing activities which promote an active lifestyle is one of ALFAHIM’s corporate responsibility pillars, aimed at inspiring the community for a healthier way of living.

“Cycling, in particular, is one of the fastest growing sports in the UAE and we are pleased to contribute to Abu Dhabi’s drive towards encouraging more generations of home-grown cycling superstars to emerge”.

This year’s Abu Dhabi Tour will see reigning champion Rui Costa, who rides for UCI World-Team UAE Team Emirates, go head-to-head with a strong pack of cyclists including Team Sunweb’s Giro d’Italia winner Tom Dumoulin, Alejandro Valverde of Movistar Team, and Team Katusha-Alpecin’s duo of Marcel Kittel and IInur Zakarin.

Through its support for global events, such as the Abu Dhabi Tour, ALFAHIM, an Abu Dhabi based family-run business, plays a key role in putting both the UAE on the map and promoting a sustainable, healthy and active lifestyle for all residents.

Automotive news

EMC celebrates 50 years of Mercedes-AMG with thrilling track day at Yas Marina Circuit

This year marks the 50th anniversary of AMG, the high-performance division of luxury carmaker Mercedes-Benz.

To celebrate this landmark occasion Emirates Motor Company, authorized distributor of Mercedes-Benz in the Emirate of Abu Dhabi and the flagship company of ALFAHIM, hosted the AMG Performance Tour at Yas Marina Circuit in Abu Dhabi.

The tour visited the home of the Abu Dhabi Grand Prix on December 22ndwith a host of high-performance cars such as the C43 AMG Coupe, the E43 Sport AMG 4M and the G63 Manufaktur available for test drives around the track.


This annual event, which is now in its sixth year, will be testing a series of exciting vehicles, such as the recently launched, high end AMGs, the E63 and the S63, and will also encompass the sport range which includes the GLC43, the GLE43, and SLC43, and finally, the signature vehicles of C63 and CLA45.

As well as testing their skills on the twists and turns of the Yas Marina Circuit, AMG customers also put the cars through their paces on the Drag Race track and Auto X.

AMG Driving Academy instructors were also on hand to offer expert tips and advice on how to handle the track and the cars safely, with participants also able to make a video of their driving experience during a ‘lead and follow’ session with professional drivers.

Chris Edwards, General Manager of EMC Passenger Cars, said:

“The AMG Performance Tour is a great way to discover the joy of driving.

“For half a century, AMG has produced some of the most exciting luxurious vehicles ever driven and that tradition of excellence continues today.

“The event was a great opportunity for racing enthusiasts and EMC customers to experience what it is like to drive some of AMG’s most advanced, and thrilling, vehicles on a world-class race track.

“The Yas Marina Circuit has witnessed some incredible motorsports action, so it was only fitting that the track hosts the AMG Performance Tour. Everyone at EMC is looking forward to welcoming all of the drivers and celebrating 50 fantastic years of AMG.”

For half a century, AMG has constantly strived to push the limits of engineering and performance by modifying some of the world’s most prestigious vehicles.

Founded in 1967 by engineers Hans Werner Aufrecht and Erhard Melcher, the letters AMG stand for Aufrecht, Melcher and Großaspach, the town where Aufrecht was born. Over the last five decades the company’s high-performance modifications of Mercedes-Benz vehicles have become motorsports legends winning countless races and awards.