The Long Game: How Thierry Sabbagh built a career, and a brand, to last

Thierry Sabbagh, Divisional Vice President and President of Nissan and INFINITI in the Middle East, KSA, India, and CIS, did not initially plan to spend a quarter of a century in the UAE. He arrived, worked diligently, and eventually stopped being an observer and became an integral part of the region. Sabbagh shared this insight on TBWA\RAAD's new leadership podcast, 'Built to Last', filmed at the AWR Automotive showroom in Dubai.

One principle that has guided Sabbagh throughout his career is 'gamba', which translates to 'regularity' in Arabic. This concept involves dealership visits, conversations with frontline sales teams, and staying close to the customers' experiences. He emphasizes that these visits provide the most accurate market insights and feedback.

The Nissan Patrol holds immense cultural significance in the Gulf. It is more than just a car; it is an icon and a culture. People have learned to drive, built families, and relied on this vehicle for various aspects of life. When Nissan launched the latest Patrol globally, they chose Abu Dhabi for the launch, acknowledging the region's deep love for the Patrol.

During crises, Sabbagh prioritizes his team's well-being. In the region's recent crisis, he focused on maintaining strong communication and ensuring everyone understood they were united in overcoming the challenge. He also highlighted the swift and decisive support from Nissan's Japan headquarters, emphasizing that this support was not a hindrance but rather an invaluable asset.

Despite the challenges of running a vast regional operation, Sabbagh believes that resilience is not a momentary feat but a process. The region's post-pandemic recovery surpassed most predictions, which he attributes to various factors like the depth of the dealer network, customer loyalty, after-sales quality, and resale value. These elements were already in place, not created in response to the crisis.

Sabbagh advises treating each job as if one were the CEO of that role, committing fully, showing passion, and maintaining an entrepreneurial mindset. He believes that this approach has been key to his success in the demanding Middle Eastern market. He remains confident and optimistic about the region's future, attributing his success to the consistent adherence to these principles over the years.