Emirates Motor Company To Provide Support Cars For World’s Best Cyclists During Abu Dhabi Tour

Feb 22, 2018

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 21st to 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 Madinet Zayed Western Region on Wednesday the 21st of February, has been named after EMC-PC’s parent company conglomerate – ALFAHIM, being the official automotive sponsor for the fourth year in a row providing high-end support vehicles from its exclusive Mercedes-Benz range. Mohammed Abdullah Al Fahim, Al Fahim Group Head of Business Development, will award the trophy for the first ALFAHIM Stage at a ceremony on the podium in Madinat Zayed on Wednesday (21st) evening.

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