Preparing the automotive industry for disruption

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.

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.

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.

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.

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.

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.

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.

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.

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.