Nissan has successfully concluded its highly anticipated 2025 Regional Skills Contest, a flagship initiative designed to enhance competency, innovation, and customer experience across its partner network in the Middle East.
Part of a global Nissan programme, the contest reinforces the brand’s commitment to delivering seamless convenience and an innovative customer journey from purchase to ownership. By developing and recognising the region’s most talented customer-facing professionals, Nissan ensures its customers are supported by highly skilled and passionate teams at every touchpoint.
A regional showcase of talent
This year’s contest brought together more than 800 participants across eight Middle Eastern markets: Abu Dhabi, Bahrain, Dubai, Iraq, Kuwait, Lebanon, Oman, and Qatar. Following a rigorous local selection process, 191 finalists advanced to the regional stage, with 31 competitors meeting in Dubai to test their skills 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.”
Raising industry standards
Finalists were evaluated on technical knowledge, customer service proficiency, and their ability to handle real-world scenarios in showrooms and service centres. Each award category was structured to assess practical skills, innovative thinking, and alignment with Nissan’s global standards.
The top three participants in each discipline were recognised for their contribution to customer excellence, while the overall winners earned the title of The Elite in their category. A new highlight of this year’s contest was the Nissan Service Managers Award (NISMA), which evaluated service leaders on the implementation of impactful Kaizen projects within their respective markets.
Held in the Middle East since 1997, the Regional Skills Contest reflects Nissan’s ongoing focus on innovation through people development. By championing talent within its dealer network, the contest supports Nissan’s wider mission to elevate sales and service benchmarks across the region’s automotive sector.
From the first showroom visit to long-term ownership, Nissan says its customers will continue to benefit from the expertise of highly trained teams dedicated to delivering cutting-edge mobility experiences.
