Nissan gears up: Thierry Sabbagh on regional growth, Kicks and key wins
Sabbagh shares how the brand is staying ahead through bold product rollouts, digital innovation, and the company’s strategic new roadmap
16 May, 2025
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Nissan in the Middle East reported a year-on-year increase in sales across the Middle East for the first nine months of its financial year (April- December 2024), a strong performance when compared to the brand’s global performance and automotive headwinds.
Thierry Sabbagh, divisional vice president and president – Middle East, Saudi Arabia, CIS – Nissan & INFINITI, recently spoke to Gulf Business to discuss the key drivers behind the brand’s regional success and star models, its new global strategy, the evolving role of digital transformation, and how Infiniti is carving a space in the premium segment. Here are excerpts of the chat.
Nissan recorded a 24 per cent year-on-year increase in sales between April and December. What were the key factors driving this growth, and how has the region responded? Why are you so optimistic about the future?
I think it’s important to put Nissan’s performance in context. We’ve been present in this region for more than 70 years, and over that time, we’ve built not only strong partnerships but also significant brand equity. Across most Middle Eastern markets today, Nissan is a well-established, trusted brand with high demand.
A few years ago, we set a clear vision focused on delivering novelty and relevance to this region. That means ensuring all the products we bring here are not only in demand but also tested under local conditions to guarantee top quality and engineering excellence.
As part of our regional strategy, we committed to introducing five new SUVs to the region by FY 2026.
This fiscal year alone, we launched three key models:
- The iconic Nissan Patrol, which we unveiled globally right here in Abu Dhabi — reinforcing our commitment to the region.
- The all-new Nissan Kicks, a bold compact SUV that generated strong buzz.
- The Nissan Magnite, a compact SUV that was originally introduced in India and is now gaining popularity here.
We plan to introduce two more new products in this cycle. So the first pillar of growth is definitely bringing the right products to market.
Secondly, we’ve placed a strong emphasis on customer centricity — not just around the vehicles but the entire ownership experience. We’ve invested heavily in our digital platforms to ensure a seamless omnichannel experience, whether the customer journey begins online or in our showrooms.
Third, customers are increasingly excited about advanced features. With the new Patrol, we introduced technologies, including NissanConnect 2.0 powered by Google, which provides an intuitive and connected driving experience and ProPILOT, which enables advanced driver-assistance techology for safer and more relaxed journeys.
And finally, we owe a lot to our partners in the region — highly professional, committed, and progressive — who deliver a premium customer experience across the board.
Despite challenges globally, Nissan is performing strongly in this region. Why is the Middle East an outlier?
There’s no doubt the global auto industry has faced serious challenges in recent years — from chip shortages to logistics crises — and most OEMs have struggled. But Nissan has a clear global turnaround plan. And when it comes to this region, the outlook is bright.
We have introduced Re:Nissan, a recovery plan that implements decisive and bold actions to enhance performance and create a leaner, more resilient business that adapts quickly to market changes. With a fresh focus under new management, Nissan is reassessing its targets and has conducted a comprehensive review of key initiatives, introducing further measures to ensure a strong recovery.
Globally, with Re:Nissan, the company targets a total cost savings of 500bn yen versus fiscal year 24 actuals in fixed and variable cost savings. These savings will establish a framework to secure operating profitability and free cash flow in the automotive business by fiscal year 2026.
This strategy will further power our growth in the Middle East.
The automotive market in the region has grown around 9.3 to 10 per cent. We’re seeing supportive national visions from governments in the UAE and Saudi Arabia, which are accelerating development and investment. We’ve positioned ourselves to ride that momentum.
Because we have a trusted brand, strong equity, and committed partners, our voice at the global table is getting louder. Nissan is making targeted investments in this region — bringing in the right products, features, and technologies to meet evolving customer needs.
And it’s not just about volume growth — though that matters. We’re also focusing on customer satisfaction and brand strength. We actively measure both and have seen consistent improvements. When satisfaction and brand equity go up, volume tends to follow naturally.
Can you share how Infiniti is performing, especially in the premium segment that’s so important in this region?
Absolutely. Nissan Motor Corporation is fully committed to Infiniti. It’s a niche global brand, present in select markets like the US, China, and the Middle East.
We began repositioning Infiniti a few years ago with the launch of the Infiniti QX60, which helped us re-establish the brand in the luxury SUV space.
This year, we took a major leap forward with the launch of the all-new Infiniti QX80 — a complete redesign offering best-in-class features, from luxury design and technology to unmatched driving dynamics. We’ve seen strong traction for it in the region.
Equally important, our partners have invested in upgrading their facilities to the Infiniti IREDI 4.0 standard, offering a premium experience that matches the expectations of luxury customers.
Tell us about Nissan’s progress in key areas powered by your regional strategy.
- Product expansion — with a focus on SUVs, a segment that’s growing rapidly. SUVs now make up 54 per cent of our mix. The Nissan X-Trail has seen an 11 per cent increase in volume, and the Nissan Xterra has grown by 33 per cent. We’re also strengthening offerings with models like the Kicks, Magnite, and Patrol.
- Market presence — We’re expanding actively. For example, we’ve re-entered the Iraqi market, where our partners have invested in four new facilities, including three full 3S centres.
- Sustainability and future mobility — We’re collaborating with regional governments to shape the future of mobility. We’re aligning our regional strategy with Nissan’s global sustainability commitments.
Electrification and driverless tech are key focus areas. How is Nissan advancing these in the Middle East?
Nissan was an EV pioneer — we launched the Nissan LEAF in 2010, making us the first global brand to commercialise EVs at scale.
Globally, we’ve committed to being carbon neutral by 2050, and by 2030, the majority of our products will be electrified.
In the Middle East, EV adoption is growing but still faces challenges, particularly range anxiety. Combustion engines continue to dominate, especially in areas where infrastructure is still maturing.
That said, we are carefully studying market readiness. We’re bringing in hybrid options and advanced connected vehicle technologies like ADAS (advanced driver assistance systems) and Google built-in, and we’re laying the groundwork for wider EV adoption when the time is right.
We’re committed to bringing the right technologies at the right time — balancing innovation with customer readiness.
