Nissan strengthens commitment to customer excellence in the Middle East through Workforce Innovation

Nissan has successfully concluded its highly anticipated 2025 Regional Skills Contest - a flagship initiative designed to enhance competency, innovation and customer experience across Nissan partner network across the Middle East. 

Part of a global Nissan program, the contest reinforces the brand’s commitment to deliver seamless convenience and an innovative customer journey from purchase to ownership. By developing and recognizing the region’s most talented customer-facing professionals, Nissan ensures its customers are supported by highly skilled and passionate teams at every touchpoint.

This year’s contest brought together over 800 participants across eight Middle Eastern markets: Abu Dhabi, Bahrain, Dubai, Iraq, Kuwait, Lebanon, Oman and Qatar. After a rigorous local-market selection process, 191 finalists advanced to the regional stage, with 31 finalists competing in Dubai across five key categories:  Sales Consultants, Service Advisors, Parts Advisors, Technicians, and for the first time, Service Managers.

Thierry Sabbagh, Divisional Vice President, President – Middle East, KSA, CIS, Nissan and INFINITI, said: “At Nissan, our people and partners are at the heart of our innovation and customer-centricity. The 2025 Regional Skills Contest is more than an internal competition — it’s a testament to the competencies and dedication of our teams. By nurturing their expertise, we’re reinforcing our commitment to delivering exceptional customer experiences and setting new standards across the industry

Finalists were assessed on their technical knowledge, customer service proficiency, and ability to handle real-world scenarios from showrooms to service centers. Each award category focused on practical skills, competencies, and innovative thinking aligned with Nissan’s global standards.

The top three participants in each category were recognized for their exceptional competency and contribution to customer excellence, with one overall winner earning the title of “The Elite” in their respective category. Service Managers were evaluated as part of the newly introduced Nissan Service Managers Award (NISMA), which highlighted the implementation of impactful Kaizen projects within their respective markets. 

The Regional Skills Contest, held in the Middle East since 1997, reflects Nissan’s ongoing focus on innovation through people development and its dedication to raising sales and service standards across the automotive industry. By championing talent within its dealer network, Nissan reinforces its promise of delivering cutting-edge experiences, from the first showroom visit to long-term vehicle ownership.