Liwa has always been where the Nissan Patrol’s story comes alive. Standing here in the desert, it’s very evident how this vehicle became part of everyday life in the UAE.
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There are moments that define a team. Moments when years of effort and ambitious targets come together in success. This is one of those moments.
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Celebrating the UAE’s National Day with the AlMasaood family always feels special. Many of us have shared years of work, challenges, and achievements together, and seeing everyone come together strengthens the sense of community that has always been at the heart of Al Masaood.
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I recently joined Nissan’s global and regional leadership teams, together with dealer partners from across the Middle East and wider region, at Nissan Global Headquarters for the Dealer Advisory Board.
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At Al Masaood Automobiles, our story has always been tied to Abu Dhabi’s. This city has shaped who we are, and giving back to its people is one of the ways we honour that relationship.
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When His Highness Sheikh Mohammed bin Zayed Al Nahyan declared 2026 as the 'Year of the Family', it felt deeply personal to everyone who calls the UAE home.
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Great service isn’t just only what goes right, it’s about how we respond when things go wrong. That’s the principle that recently earned Al Masaood Automobiles the global award for ‘Best Complaint Handling’ at the Customer Centricity World Series Awards 2025, a highly respectable benchmark in customer experience.
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What better way to refresh and refocus on the way forward than stepping away briefly? I recently gathered my AMA Falcons in sunny Antalya for a few days of fresh perspective, focused reflection, and forward-driving momentum.
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Can legacy and innovation truly coexist?
In industries as rooted as automotive, it’s a question worth asking.
Legacy brings weight. It carries trust, loyalty, and a sense of being deeply rooted. For example, much like how the Nissan Patrol has become a part of the cultural fabric in our region.
When we launched Project Falcon, it wasn’t just a strategy on paper. It was a belief that if you empower people, align them around a clear purpose, and trust them to lead, real transformation follows.
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A company's success comes down to three things: a business that performs, happy employees, and happy customers.
It’s a cycle that always starts and ends with people.
Two icons. One great name — NISMO.
The excitement around Nissan cars never really fades. If anything, it keeps growing.
When the 2025 Nissan Patrol made its debut last year, it was met with huge anticipation. And with the regional launch of the 2026 NISMO line – featuring both the Patrol NISMO and the NISMO Z – we saw that same energy continue.
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I often find myself thinking about the foundation my father gave me. He didn’t need big words or grand advice.
As a father myself, I understand more clearly now how much those unspoken lessons shape us. It’s the small, consistent moments that stay with you and guide the decisions you make every day.
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Yesterday, I had the pleasure of attending Nissan’s Annual NSC regional dealer conference — a day for brand alignment, and shared optimism for the road ahead.
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The all-new Nissan Magnite has made its way to the heart of the capital, Abu Dhabi, and we are excited to roll it out in all Al Masaood Automobiles Showrooms.
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From turning wrenches to turning strategy, my journey has taken me from the workshop floor to the boardroom.
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The all-new 2025 Nissan KICKS has finally arrived in the region with its new innovative features, ready to capture the hearts of modern drivers of today.
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