Nissan Motor Co.’s Chief Performance Officer Guillaume Cartier said the Gulf and Middle East remain central to the company’s growth and profitability despite recent geopolitical challenges, adding that investment plans in the region remain unchanged.
Cartier told Asharq Al-Awsat that the automaker is securing supply chains through alternative logistics routes to ensure the continued flow of vehicles and spare parts, as it seeks to sustain operations in one of its key global markets.
He said Nissan has rerouted shipments in recent weeks to alternative ports, including Jeddah in Saudi Arabia and Fujairah in the United Arab Emirates, while using transit hubs in Sri Lanka and Singapore.
The steps have secured supplies for the next four months, he said, amid continued uncertainty over regional demand.
Cartier described current geopolitical pressures as temporary and said Nissan’s strategic direction in Saudi Arabia and the Gulf remains steady.
He added that the company remains confident in the region’s long-term outlook and will continue executing its plans.
New strategy
Cartier said Nissan’s new strategy hinges on tight alignment across product, market and technology execution.
He said cutting models from 56 to 45 is aimed at boosting efficiency, not reducing market presence.
The strategy focuses on placing the right product in the right market and channeling investment into higher-return models to drive sales volumes.
Customer acceptance of new technologies will be decisive, he said.
Performance and outlook
Cartier said the “Re:Nissan” plan will run through 2026, with a final review in 2027, adding that performance is very positive and ahead of plan following the restructuring that improved efficiency and profitability.
He described Gulf markets, led by Saudi Arabia, as a “golden jewel” among high-value markets, citing Nissan’s strong presence and broad customer base.
The expansion strategy centers on a broad lineup across segments, including SUVs such as Patrol, Pathfinder and X-Trail, alongside models sourced from Japan, China and India.
Saudi Arabia is the region’s largest market, where Nissan already posts strong performance, and the diversified lineup is expected to support further growth, he said.
Regional push
Cartier said Nissan is expanding beyond the Gulf, strengthening its presence in Syria and broadening operations in Iraq as part of a push to widen its regional footprint and tap emerging opportunities.
The move reflects a focus on markets with future growth potential despite challenges, he added.
US, China targets
Nissan aims to sell more than one million vehicles annually in both the United States and China by 2030 by delivering the right product with the right technology, Cartier said.
He said the US strategy will focus on SUVs and hybrid V6 vehicles, while China will see a faster rollout of electric and hybrid models and broader market coverage.
2030 vision
Cartier said Nissan is working toward a distinct global identity by 2030 built on innovation and boldness, integrating technology and design into a new brand promise.
The company is developing vehicles designed to stand out from competitors by combining performance with advanced technologies, he added.
Hybrids and AI
Cartier said Nissan is stepping up investment in its third-generation e-Power hybrid technology, improving fuel consumption, emissions and noise levels.
He said slower-than-expected electric vehicle adoption in some regions makes hybrids a practical option for now, especially in markets such as Saudi Arabia, where infrastructure is still developing.
Artificial intelligence is a core pillar of Nissan’s strategy, with plans to expand advanced driver assistance systems such as ProPILOT to around 90% of production in the future, he said.
The aim is to deliver technology at scale in a practical way that improves customer experience and safety.
