Nissan’s Thierry Sabbagh on Middle East’s resilience and shifting dynamics of car ownership
Sabbagh shares how Nissan is navigating the current environment, why trust is emerging as a defining factor in purchase decisions, and how customer expectations around ownership are evolving
20 April, 2026
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As global supply chains face renewed disruption and geopolitical tensions continue to test market stability, the Middle East’s automotive sector is holding its ground, underpinned by strong demand and deep-rooted brand loyalty. For carmakers, the region is not just weathering uncertainty, it is reinforcing its role as a core growth engine.
In this interview with Gulf Business, Thierry Sabbagh, divisional vice president and president, Middle East, Saudi Arabia, CIS and India, Nissan and INFINITI discusses how the company is navigating the current environment, why trust is emerging as a defining factor in purchase decisions, and how customer expectations around ownership are evolving.
Sabbagh also outlines the brand’s strategic priorities in the region, its response to logistical challenges, and the factors sustaining momentum for key models such as the Patrol and X-Trail.
How resilient is the Middle East automotive market? And in a period of wider global uncertainty, where does the region sit in Nissan’s strategic priorities?
The Middle East automotive market continues to demonstrate remarkable resilience, even in the face of current geopolitical and logistical pressures. While recent disruptions, particularly across key shipping routes, have created short-term complexity, these challenges are primarily logistical rather than structural. Demand fundamentals remain robust, underpinned by deep-seated customer trust. For us, this reinforces a clear reality: the Middle East is a market that consistently proves its ability to absorb shocks and emerge stronger.
For Nissan, the Middle East remains a strategically important market and a core driver of our global performance. It is a region where we have nearly 70 years of heritage and a consistent track record of results. Our presence dates back to the 1950s, with markets like Kuwait among the first to see a Patrol on their roads. We continue to work with long-standing partners across the region, including in the UAE, who have been with us for over 50 years. This enduring legacy has forged powerful brand equity, positioning the region as a primary engine of our global performance and a vital contributor to the Re:Nissan global plan. This role is further solidified by a steady pipeline of innovative products and iconic nameplates tailored specifically for our Middle Eastern customers.
As we look ahead, our focus is clear: maintain continuity, support our partners and customers, and build on our momentum through disciplined execution and product-led offensive.
In today’s market, what really drives automotive purchase decisions: price, product, or trust in the brand behind it? And are you seeing that balance shift in the current environment?
It’s no longer a choice between price, product, or trust – it’s about the ecosystem that connects them. While price would always be a factor, it is no longer the sole driver. In a region where geopolitical and logistical shifts are part of the landscape, customers have become more deliberate. They are moving away from “transactional” buying and toward brands that offer long-term stability and a seamless ownership experience.
Our strategy isn’t just about selling a car; it’s about the peace of mind that comes with a robust partner network, parts availability, and digital integration. When the environment becomes complex, “trust” becomes a very practical currency.
For us, this trust is visible in the enduring loyalty to our most iconic nameplates. When a customer chooses a Patrol, or an enthusiast goes for a NISMO or GT-R, they aren’t just buying performance – they are investing in a 70-year legacy of reliability. That heritage allows us to stay close to our communities, ensuring that we continue to support them and deliver value consistently across every product, service, and brand touchpoint. Even when decision-making cycles get longer, the intent to stay with Nissan remains stronger.
Is the traditional ownership model changing in the Middle East? To what extent are customers now expecting greater flexibility and support across the ownership journey?
Customers in the Middle East are not necessarily rethinking ownership itself, but they are certainly redefining what they need from it. Especially during periods of uncertainty, the “return on investment” is no longer measured in horsepower or price, but in reassurance. People still want to own their vehicles, but they expect that experience to be simpler, more flexible and more connected from start to finish.
This shift plays directly to our strength, as we are naturally prepared with an established omnichannel approach that seamlessly bridges the digital and physical worlds. The journey often begins with Shop@Home, which allows customers to explore and engage on their own terms before transitioning into our physical touchpoints without any friction. It’s about being present wherever the customer is, ensuring the transition between a screen and a showroom is entirely invisible.
Once on the road, we continue to build on this foundation through a connected ecosystem that transforms the vehicle into a service. Through NissanConnect and the MyNissan App, we provide real-time convenience and digital integration that keeps the customer supported at all times.
When you combine these tools with service innovations like NissanService, the value equation shifts. It ensures that ownership is no longer just about handing over a key, but about providing continuous peace of mind and reducing complexity at every stage of the journey.
Has the current regional situation impacted Nissan’s business, and how are you responding?
While no industry is entirely immune to global logistical shifts, our focus has been on navigating these complexities with agility. We are actively managing our supply chain to ensure we remain responsive to market conditions, making tactical adjustments where necessary to maintain a healthy flow of vehicles to our customers and partners.
What is most important is that our underlying performance remains exceptionally strong. In the first nine months of our 2025 fiscal year (April – December 2025), we have seen a significant positive trend, with an 8 per cent increase in overall performance compared to the same period in FY24. This momentum is driven by deep customer demand for our core lineup, specifically the X-Trail and the iconic Patrol, which continue to see robust growth.
The fact that production for high-demand models like the Patrol remains at normal levels is a testament to the strategic priority we place on this region. We view these short-term logistical challenges as manageable operational realities, rather than structural shifts. Our outlook remains firmly positive, supported by a market that continues to show a strong appetite for the Nissan brand and a clear path for sustained growth as we move forward.






















