Middle East is a pivotal market for Nissan
Automaker chief Makoto Uchida says
The Middle East is a significant region for Nissan, including the Japanese automaker’s SUV range, the flagship model of which was launched in the Emirati capital last week.
Delivering a compelling address to an exclusive audience at the world premiere of the all-new 2025 Nissan Patrol (Y63) in Abu Dhabi City on September 3, 2024, Makoto Uchida, President & CEO of Nissan Motor Corporation, said: “The Middle East is a very important market for us, and the passion for the Patrol here [the region] is a testament to its legendary status.
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“Under our global business plan, ‘The Arc’, we will bring even more exciting models to the Middle East, the Patrol being a prime example. We are committed to the Patrol’s future, and this launch shows our dedication to the region,” Uchida added.
The launch event of the new Patrol in Abu Dhabi underscored Nissan’s enduring commitment to excellence and the unique bond it shares with the Middle Eastern market. It was also the first time Uchida was in the Middle East region to attend the global premiere of a Nissan vehicle.
In Abu Dhabi
Speaking at ADNEC’s Marina Hall, in front of an elaborate 3D setup representing Abu Dhabi City’s iconic skyline and its surrounding desert dunes, Uchida emphasised the significance of the Patrol in Nissan’s history and its profound connection to the Middle East region.
Reflecting on his journey in the automotive industry, Uchida shared nostalgic memories of his early experiences in Egypt, which he said had fuelled his appreciation for the desert landscape and supercars, with 4×4 vehicles that thrived in such challenging environments, especially capturing his attention.
“Even as a young boy, seeing 4×4 vehicles like the Patrol was exhilarating. They represented not just a means of transportation but a gateway to adventure and exploration,” Uchida reminisced.
Patrol legacy
During his speech, he highlighted the Patrol’s remarkable legacy, noting its firsts in automotive history—its ascent of Mount Fuji in Japan and its enduring reputation as a reliable and capable vehicle across diverse terrains.
“Since its inception in 1951, the Patrol has become a symbol of resilience and innovation,” Uchida said. “It has earned trust and admiration worldwide, becoming a hero in its own right.”
As Nissan celebrates the Patrol’s 90th anniversary, Uchida reaffirmed its commitment to driving innovation while honouring its heritage.
“Our purpose is to enrich lives through innovation, and the Patrol epitomises this mission. With over two million units delivered globally, each generation of the Patrol has continuously advanced in comfort, technology, and performance,” he noted.
7th generation
The 2025 Patrol, now in its seventh generation, marks a new chapter for Nissan. Uchida highlighted the vehicle’s cutting-edge technology, premium features, and robust performance. “Our team of 5,000 designers and engineers from Japan and the UAE has meticulously crafted the new Patrol to excel in every aspect—be it design, power, or driving experience,” he explained.
In closing, Uchida expressed his pride and excitement for the new Patrol, underscoring its role in Nissan’s ongoing quest to exceed customer expectations.
“Tonight, we are thrilled to present the 2025 Patrol—a vehicle that stands as a beacon of innovation and excellence. We are proud to bring this new chapter to the UAE, a region that holds a special place in our hearts.”
The unveiling of the 2025 Nissan Patrol promises to set new standards in the automotive world, reinforcing Nissan’s legacy while embracing the future. As the crowd applauded, it was clear that the Patrol remains not just a vehicle but a symbol of adventure and ingenuity cherished across the globe.
Under The Arc business plan, Nissan plans to launch five all-new SUVs in the Middle East by fiscal year 2026.
Featured image: Makoto Uchida, President & CEO of Nissan Motor Corporation, speaking in Abu Dhabi City on September 3, 2024. Credit: Arnold Pinto
