Dubai: Bullet resistant passenger cars designed to withstand handgun fire, assault rifles attacks and worse are in high demand in global and regional markets.

Centigon, a US based vehicle armour company, launched new luxury cars that are fully equipped to endure most attacks. The company revealed three armoured versions of the new Mercedes S-Class Model S500/600 L, and the Jaguar Armoured XJ Long Wheelbase (XJLW) at the Middle East Motor Show.

"The world is not becoming a safer place, the demand for security and safety is increasing," said Frank Mauersberger, direct sales manager for Centigon Middle East.

Mauersberger added the situation in the region especially with recent violence in Iraq, Jordon and Lebanon -- has put a lot of people on high alert.

Amoured passenger vehicles go beyond the day to day transportation said Nick Youdan Jaguar's Global Armoured Vehicle Sales Manager adding it will become the car of choice for heads of state, high profile business people, diplomats and celebrities throughout the world.

"It is a growing market, its not thousands of cars a year but there is a demand," said Youdan.

"We sell to private individuals who feel they need to be protected against kidnap or random attack, because now its public knowledge on who the wealthy are, it's not as safe or as easy to hide your wealth as it was 10 or 15 years ago."

Youdan added that business for armoured Range Rovers has been growing for the past four years, selling nearly 70 units this year, but there was need for a saloon car that was more regal, that would keep with a more ambassadorial look.

Passers by are unlikely to notice the difference from the outside of these cars, but changes include bullet resistant glazing, underbody Protection and an armoured body shell that prevents shrapnel or blast fragments from getting in the car.

They also have tires with run flat capability allowing the driver to travel safely up to 50 kilometres at speeds of 80 km/h, when punctured or deflated.

All this comes with a hefty price tag of £199,000 (Dh348,000) which means only a select few can afford the Jaguar.

The initial versions of the S-Class and the XJLW, will be armoured to B6 and B7 protection levels for high velocity assault weapons like the AK47.

The Jaguar will be available by the end of 2005, while Mercedes will hit the market in early 2006.