Thierry Sabbagh's Journey: Building a Lasting Career and Brand

Sep 16, 2026

78 min

Sep 16, 2026 05:30

## A Career Built on Belonging

Thierry Sabbagh, Divisional Vice President and President for Nissan and INFINITI in the Middle East, KSA, India, and CIS, has spent 25 years in the UAE. He describes his transition from an observer to a part of the community as a gradual process that influenced his leadership and brand-building approach.

## The Importance of "Gamba"

Sabbagh emphasizes the value of "gamba," which involves regular visits to dealerships and engaging with frontline sales teams. This practice provides genuine insights into customer experiences and market conditions.

## Nissan Patrol: More Than a Car

In the Gulf, the Nissan Patrol is more than just a vehicle; it's a cultural icon. Sabbagh notes its significance in family gatherings and adventures, highlighting its deep-rooted trust among users. The global launch of the latest Patrol in Abu Dhabi underscores the region's importance to Nissan.

## Crisis Management and Resilience

During regional crises, Sabbagh prioritized clear communication and quick decision-making. He focused on supporting his team and received strong backing from Nissan's headquarters in Japan. He believes resilience is a continuous process, not a one-time response.

## Authenticity in Branding

Sabbagh stresses the importance of authenticity in building trust with customers. In a market where car-buying is personal, the alignment between brand promises and delivery is crucial.

## Entrepreneurial Mindset

Sabbagh advises treating every role with the dedication of a CEO, focusing on excellence in the current position rather than constantly seeking the next step. This approach has guided him through a challenging career, including navigating a pandemic and market disruptions.

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