Nissan's Thierry Sabbagh on building trust and a lasting brand in the Middle East

Thierry Sabbagh, Nissan's Divisional Vice President and President for the Middle East, KSA, India, and CIS, discussed his 25-year career in the UAE on a new leadership podcast, emphasizing that building trust and belonging is key to enduring brand success. Sabbagh told TBWA\RAAD Group CEO Reda Raad that his sense of belonging in the UAE grew gradually, shifting from observer to participant in the country's rhythm. He credits the Japanese management philosophy of "gamba"—regular visits to dealerships and direct conversations with customers and frontline staff—as his primary source of market insight. The conversation, filmed at AWR Automotive's showroom in Dubai, highlighted Sabbagh's belief that face-to-face interaction in showrooms provides more valuable intelligence than data reports. His leadership approach focuses on earning market trust rather than simply selling into it, a principle shaped by his long tenure in the region.