Interview: Nissan’s Thierry Sabbagh on the Middle East’s Role in Global Strategy, the New Patrol Line-Up, and What’s Next

With back-to-back global launches of the all-new Patrol and Patrol NISMO taking place right here in the UAE, it’s clear that the Middle East is more than just a key market for Nissan — it’s a launchpad for global strategy. From heritage-defining off-roaders like the Patrol PRO-4X to region-exclusive high-performance icons like the Patrol NISMO, Nissan’s product direction is increasingly shaped by customer needs in this region.

To gain deeper insight into Nissan’s regional roadmap and its expanding SUV portfolio, DriveArabia sat down for an exclusive interview with Thierry Sabbagh, Divisional Vice President and President for Middle East, KSA, CIS – Nissan & INFINITI. In this conversation, he shares the brand’s ongoing commitment to the region, how the Middle East fits into the global Re:Nissan strategy, and what customers can expect from future PRO-4X and NISMO models.

Q: Can you shed some light on how important the Middle East region is to Nissan globally?

A: The Middle East is one of Nissan’s most strategically significant regions. Our presence here began in the 1950s when the first Patrol was introduced in Kuwait in 1957. Since then, Nissan has grown alongside the region’s development and identity. In 1994, we became the first Japanese carmaker to establish a regional office in Jebel Ali, Dubai. Today, we operate three regional hubs: one in Dubai covering the Middle East, one in Saudi Arabia, and one dedicated to INFINITI. Over the past five years, we’ve introduced more than ten new models in the region. During Fiscal Year 2024, we launched the Y63 Patrol, Kicks, and Magnite. This momentum continued into Fiscal Year 2025 with the introduction of the Pro-4X, Patrol NISMO, and Z NISMO. A clear demonstration of the region’s importance was the global launch of the all-new Nissan Patrol in Abu Dhabi in September 2024, a debut from the Middle East to the world. This decision reflects the Patrol’s iconic status and reinforces our commitment to serving the region and our customers, not just as a key market, but as a lead market for product strategy and innovation.

Q: Was the recently introduced Patrol PRO-4X planned in advance, or was it driven specifically by regional demand?

A: As you may already know, the Patrol is deeply connected to the region. It is engineered with the Middle East in mind, from design to on-ground testing. PRO-4X is our all-terrain sub-brand that is available in other markets globally and has made its regional debut on the iconic Patrol here in the Middle East. The all-new Patrol PRO-4X, is designed specifically for adventure, exploration, and expands our Patrol line-up to cater to the various needs of our customers. Positioned between the Patrol V6T Titanium and V6T Platinum grades, the all-new Nissan Patrol PRO-4X distinguishes itself with rugged design cues and purposeful enhancements tailored for off-road adventure.

Q: Moving from off-road capability to track capability, what differentiates the all-new Patrol NISMO from its predecessor?

A: The world premiere of the all-new Nissan Patrol NISMO marks our second global launch in the Middle East within the past twelve months. A decade after the launch of the first Patrol NISMO in the region in 2015, we are proud to announce the arrival of the most powerful Patrol to date, one that combines the robustness of an SUV with the precision of track-inspired engineering.

Exclusively tuned to be the most powerful, for the Middle East, the all-new Nissan Patrol NISMO produces 495 horsepower and 700 Nm of torque in Sport Mode – the highest output for the engine anywhere globally, making it is the most intuitive, refined, and definitely most powerful version of the engine that we have ever built. This region-specific tuning is a direct result of extensive customer insights and feedback, reinforcing our commitment to crafting vehicles that reflect the performance expectations of Middle Eastern customers.

With the addition of the all-new Patrol NISMO and Pro4X, the Patrol lineup now caters to a full spectrum of driving needs and preferences in the region, including performance, off-road capability, and everyday versatility. The Patrol continues to be our top-selling SUV nameplate in several markets, and this expanded range reinforces that leadership.

Q: Can you share more about Nissan’s expansion in Saudi Arabia?

A: Saudi Arabia is a key market, which contributed around 35 percent of our regional sales in Fiscal Year 2024 (March 2024 – April 2025). It is the largest market in the GCC in terms of total industry volume. We have a dedicated local office and a team where 50 percent of the staff are Saudi nationals. We are aligned with the goals of Saudi Vision 2030 and work with two trusted partners to serve the full geography of the Kingdom. Speaking of expansion across the region, we also re-entered Iraq and Oman with strong momentum, supported by new exclusive partners, namely Al Sour and Al Hashar respectively.

Q: How does the Middle East fit into the Re:Nissan strategy?

A: The Middle East is a top priority within our global Re:Nissan plan. Part of that strategy includes evaluating vehicle sourcing options, including models from China, to better serve this market. We are working closely with our product planning teams to match customer needs with the best segments and sourcing options. SUVs remain a focus, but we are also looking at other segments that are important here.

Q: Can customers expect more PRO-4X or NISMO models in the near future?

A: While I cannot reveal specific plans, I can say that Patrol and GT-R are iconic to our brand. They represent what we call the heartbeat of Nissan. Our commitment is to ensure that our models remain relevant and exciting. The team is fully focused on delivering what customers in this region value most.

2017 Nissan GT-R track experience at the Dubai Autodrome