Shereen Shabnam
Thierry Sabbagh, the Divisional Vice President and President of Nissan & INFINITI for the Middle East, KSA, and CIS, has been a pivotal figure in steering Nissan’s strategy in the region. With eight years at the helm, Sabbagh’s leadership coincides with a period of significant transformation in the automotive industry, particularly in alignment with visionary government initiatives like Saudi Vision 2030 and UAE’s commitment net zero by 2050.
At the recent launch of the Nissan Kicks, Sabbagh outlined the future trajectory for Nissan in the Middle East, emphasizing the shift towards SUVs and the introduction of five new upcoming models. These models, including the all-new Kicks and the iconic Patrol, are a testament to Nissan’s commitment to innovation, design excellence, and cutting-edge technology. Each vehicle promises connectivity features like wireless Apple CarPlay and Android Auto, making them ideal for the tech-savvy driver.
“Our approach is customer-centric, ensuring that the vehicles we bring to the market not only meet but exceed the needs and expectations of our customers,” Sabbagh explained. The new e-commerce platform launched by Nissan, which allows customers to purchase vehicles online, is a part of this strategy. With over 120 touchpoints across the region and partnerships that span over five decades, Nissan’s robust network ensures an unmatched customer service experience.
When asked about the specifics that make the Nissan Kicks an ideal choice for urban drivers in the Middle East, Sabbagh highlighted its striking design, ProPilot technology, enhanced connectivity, safety features, and performance, making it perfectly suited for the demands of city driving.
Nissan’s commitment to innovation extends beyond just vehicle features. The brand is deeply engaged in extensive market research and testing, ensuring that every product launched is well-suited for regional conditions. “We spend almost one to two years testing our vehicles in the region before they go to market,” Sabbagh noted, pointing out that this rigorous testing phase helps in refining the vehicles based on real-world data and feedback.
Looking ahead, Nissan’s strategy in the Middle East is focused on continuous growth and innovation. With an ambitious target to introduce a complete lineup of SUVs and maintain its sports image with new releases like the latest Z model and participation in Formula E, Nissan is poised to enhance its market presence significantly.
In terms of challenges, the rapid evolution of the automotive industry, especially with the shift towards electric vehicles (EVs), poses both opportunities and hurdles. Sabbagh is optimistic, citing Nissan’s readiness for the EV market, contingent on the development of adequate infrastructure to support these vehicles.
“Nissan is committed to sustainability and is actively aligning with regional government strategies to achieve carbon neutrality by 2050,” Sabbagh stated, highlighting the brand’s dedication to environmental stewardship and its integration with government strategies to foster a sustainable future.
Thierry Sabbagh’s vision for Nissan in the Middle East is clear—innovation, customer focus, and strategic partnerships are at the heart of everything they do, driving the brand towards a future where mobility is not only sustainable but also closely aligned with the dynamic needs of the region’s drivers.
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