Nissan advances its phygital retail transformation across the Middle East

Nissan is redefining the automotive journey in the Middle East by continuing to invest in an integrated phygital experience, seamlessly connecting physical touchpoints with digital innovation. As part of this transformation, more than 80% of Nissan sales facilities across the region are now upgraded under the global Nissan Retail Concept (NRC), reflecting the brands commitment to delivering a premium and consistent customer experience across every interaction.

Making significant regional milestone, this development builds on Nissan’s multi-year journey to reshape traditional automotive retail. Through NRC, customers experience a seamless blend of contemporary showroom design, optimized service processes, and cutting-edge digital tools. Whether exploring a vehicle online, stepping into a showroom or scheduling a service appointment, every touchpoint is designed to be modern, convenient and engaging.

Thierry Sabbagh, Divisional Vice President, President - Middle East, KSA, and CIS - Nissan, INFINITI, commented: "Exceptional experiences begin the moment a customer interacts with our brand, physically or digitally. NRC represents our commitment to delivering best-in-class service and design that reflects Nissan’s global standards. Surpassing 80% NRC adoption across the Middle East is a testament to the strong partnership we share with our dealer network and our unwavering focus on customers.”

Nissan remains fully committed to upgrading all showrooms in the Middle East, while continuing to expand its presence with new facilities. Bahrain has already achieved full NRC integration. Following new dealer appointments, markets like Oman and Iraq are progressing at a record pace, with several new NRC-standard showrooms openings in the past 12 months. Meanwhile, the UAE hosts the largest Nissan network in the region, with 14 showrooms across Abu Dhabi, Dubai, and the Northen Emirates.

While NRC’s global framework primarily targets sales facilities, Nissan Middle East has gone beyond these benchmarks by enhancing select service and parts centers, reinforcing a holistic and customer-centric approach. This includes flagship examples such as the Musaffah Service Center in Abu Dhabi, Nissan’s largest service facility in the world, and dedicated Patrol-only Service Center in Kuwait which is on track to be upgraded to NRC standards within this fiscal year.

Nissan’s customer-first approach is further demonstrated through two pillars: Nissan Service, built on eight excellence promises that ensure transparency, convenience, and trust; and the Customer Excellence Program, a robust digital platform that captures real-time customer feedback across both sales and service. This platform enables continuous improvement across all facilities, online and offline, and in every market.

Customer feedback continues to affirm Nissan’s approach, with an average satisfaction rating exceeding 90% across physical sales and service facilities during FY24. Online experiences also rank high, with a website rating of 4.4, driven in part by Nissan’s enhanced e-commerce offering. This includes the successful online booking of the all-new Patrol following its global launch last year.

“Seeing such strong customer satisfaction scores, both in our facilities and online, is a proud moment for all of us,” added Sabbagh. “It reflects the dedication of our teams and partners to delivering exceptional experiences that truly resonate with customers.”

As Nissan continues to defy ordinary, its retail transformation reflects a future-facing vision for automotive experiences, built around innovation, consistency, and excellence at every step of the customer journey.