Nissan expands regional presence in Middle East

Having experienced strong and continuous growth in the Middle East during 2013, Nissan is preparing for continued success in the next financial year. 

Sales and marketing strategies and campaigns have been developed that will reach new markets and new customers in Iraq and Turkey as Nissan seeks to expand its operations in the region. 

In order to achieve its mid-term objectives, Nissan has created a department fully dedicated to sales alongside a new ‘Director of Marketing’ position - both essential steps to grow existing market share and break into new territories. 

Deputy Managing Director and Director of Sales, Mustansir Lakdawala, will lead the core sales team where his extensive experience of implementing retail strategy will prove invaluable. Monal Zeidan rejoins Nissan in the newly created Director of Marketing role. He will work hand-in-hand with Sales, After Sales and Corporate Communications to support business growth. 

Commenting on Nissan’s reorganization in the Middle East and expansion plans, Samir Cherfan, Managing Director at Nissan Middle East said: “This is an extremely exciting time for us and our customers. The sales and marketing innovations will ensure we can further develop the key elements of our success and raise the bar even higher. Our two new appointments have a fantastic track record and we look forward to seeing their experience and expertise benefit and grow the business. 2013 was a tremendous year for Nissan in this region and our mid-term goals will make sure we build and sustain that success.” 

As FY 2013 draws to a close, Nissan is forecasting strong results in the Middle East. In December 2013, Nissan Patrol sales increased by 58% compared to 2012, representing an SUV market segment share of 28%. Similarly, the Nissan NV350 Urvan achieved a record segment share of 26.3% in the 3^rd Quarter of the 2013 fiscal year. The Nissan NV350 Urvan has also become the best-selling vehicle in its class in Qatar in Q3 fiscal 2013. 

In addition to Nissan’s ambitious geographic expansion, significant changes in existing Middle East markets took place in FY13. For example, in November 2013, Nissan unveiled plans to build on its 60-year history in the Kingdom of Saudi Arabia. It committed to ‘renew the bond’ with KSA via a reenergized customer–focused network based on three key pillars: a quality network of dealers with a KSA-wide presence; the availability of the full range of innovative and exciting models; and the delivery of the Nissan brand experience “innovation that excites”. 

Those new markets are already developing as Nissan’s geographic reach targets fresh opportunities. For instance, in Turkey Nissan has achieved 2.3% market share and is aiming for 3% in 2014.