The long game: How Thierry Sabbagh built a career, and a brand, to last

Thierry Sabbagh did not initially intend to spend a quarter of a century in the United Arab Emirates. Upon arriving, he worked diligently, eventually realizing that the country had become more than just a place he worked in—it had become a part of him. There wasn't a single defining moment that triggered this transformation, he explains.

Instead, there was a gradual understanding that he had become an integral part of the country's rhythm. This sense of belonging has significantly influenced Sabbagh's perspective on leadership, brand-building, and earning the trust of a market.

Sabbagh, who now oversees Nissan's operations across the Middle East, Saudi Arabia, India, and CIS as the Deputy Vice President and President, discussed these ideas with Reda Raad, Group CEO of TBWA\RAAD, on the "Built to Last" podcast. Filmed at the AWR Automotive showroom, this conversation was not a typical interview but a candid dialogue between two individuals who have spent decades contemplating how to create something in the region that truly stands the test of time.

Central to Sabbagh's leadership approach is a concept borrowed from Japanese management philosophy known as "gamba." This principle emphasizes the importance of regular visits to dealerships throughout the region, engaging in conversations with sales teams, and remaining attuned to customers' experiences. Sabbagh believes that the most valuable market insights and feedback are obtained through these face-to-face interactions.

In an age dominated by digital dashboards, data reports, and remote decision-making, Sabbagh maintains that the most insightful intelligence still comes from a straightforward conversation in a showroom.