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.
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.
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.
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.
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.
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.
From turning wrenches to turning strategy, my journey has taken me from the workshop floor to the boardroom.
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.
