The drive will flag off from the Barracuda Beach Resort in Umm Al Quwain.

Lead sponsor Trading Enterprises-Jeep has handed over an all-new Jeep Wrangler JL as the lead car for the inaugural edition of the Khaleej Times Desert Drive, which will hit the road on February 15. The drive will be a unique experience for families and off-roaders through the rolling dunes of the UAE.

The one-day event is perfect for newbies, families and thrill-seekers wanting to experience that heady rush of adrenaline. Participants will get to charge through the sands in their own 4x4 vehicles as marshals guide them through the desert in a convoy.

Mohamed Yahya Kazi Meeran, Director & Group Chief Executive Officer, Galadari Brothers, received the key for the lead car from Eric Paul Benavente, Regional Managing Director, Trading Enterprises.

Mohamed Yahya said: "Just like Khaleej Times has been the preferred choice for news all these years, Jeep is the vehicle of choice for those seeking adventure. There are clear synergies between the two brands and we are sure that with this initiative, we shall not only promote the culture of off-roading and adventure among KT readers, but also highlight the fact that whether you are a solo rider or looking to go out thrill-seeking with your family, Jeep is your partner of choice."

Benavente said: "We are delighted to partner with Khaleej Times for their inaugural Desert Drive adventure event. We believe this association gives us the perfect platform to provide a great experience to the UAE's off-roading community and adventure-seeking families."

The drive will flag off from the Barracuda Beach Resort in Umm Al Quwain. Participants will embark on a seven-hour adventure through the desert, which will end in a desert camp in Ras Al Khaimah, with entertainment activities for the participants and families.

Vicky Kapur, Executive Editor, Khaleej Times, said: "The tranquility and solitude that the desert offers hold a rustic charm for citizens and residents of the UAE. The Khaleej Times Desert Drive on February 15 is a great opportunity for even those who haven't done this before to enjoy the pristine sands of the UAE desert along with their friends and family, in a safe and controlled environment and with experts at hand to help."

The event is powered by the world's largest tyre and rubber company, Bridgestone. Support sponsors include TORC-The Offroad Company, Prime Nuts, Al Jazira Poultry, CAFU - the mobile refuelling service provider - and Exide Batteries. The event is supported by Dubai Offroaders.

Shishir Kapadia, Senior Vice-President, Finance and Operations, Khaleej Times, said: "Desert Drive follows our many other successful event properties that we have built over the past couple of years. This reflects the fact that Khaleej Times has the finger on the pulse of the local market and we are ready to be an inclusive media organisation present across all platforms. Desert Drive is just another feather in the cap, with many more to come."