Albert Khreiche
Managing Director
INFINITI Middle East
1.The Middle East has historically been an important market for INFINITI. What makes customers in this region different from customers elsewhere in the world?
Customers here are not fundamentally different, but their expectations are layered. In the Middle East, a luxury vehicle is often expected to play many roles exceptionally well. It needs presence and craftsmanship, but also genuine space, comfort, performance, technology and versatility. At the same time, the experience around the vehicle matters enormously. Customers expect to be recognized, understood and looked after personally.What I particularly admire about this region is the confidence of the customer. People know luxury, they travel extensively, they are exposed to the world’s leading brands and they are very comfortable comparing experiences across automotive, hospitality, fashion, technology and other sectors. That raises the bar for us. So it is not enough for an INFINITI simply to be premium on paper. It has to feel special every time you approach it, drive it, travel with your family in it, visit one of our retail environments or interact with us after the purchase. That expectation actually suits INFINITI very well because our idea of luxury has always been deeply human.
2. The QX80 is arguably INFINITI’s flagship statement today. How important has the new generation been in repositioning the brand?
Extremely important. I would go further and say that the QX80 made our transformation tangible. A brand can talk about a new design philosophy, new technology or a different vision of luxury, but ultimately customers need to see it and feel it. The new-generation QX80 was the first major expression of this new chapter for INFINITI, and that is why it carries significance well beyond one model. When it was introduced, we described it as representing a ‘New Dawn’ for the brand. What matters to me is the completeness of the vehicle. It has the presence you expect from a flagship, but there is a great deal of thought behind the visual distinction. The 3.5-liter twin-turbo V6 produces 450 horsepower, the cabin integrates dual 14.3-inch displays, Klipsch premium speakers and individual audio, and technologies such as Invisible Hood View and Front Wide View. Yet none of those features exist simply so that we can add another line to a specification sheet. The objective is to make a large luxury SUV easier, calmer and more rewarding to live with. For me, that is the real repositioning. QX80 shows that INFINITI can be bold without being excessive, technologically advanced without becoming complicated, and distinctly Japanese without relying on clichés. It has given people a very clear picture of where the brand is going.
3. With competitors becoming increasingly aggressive in the premium SUV segment, particularly new brands entering from China, how does INFINITI plan to differentiate itself?
We have a great deal of respect for the level of competition entering the premium SUV segment, but our ambition is not simply to compete feature-for-feature. Luxury is ultimately about how a brand makes you feel, and that is where we believe INFINITI has a distinctive opportunity. For us, differentiation starts with a very clear brand point of view, modern Japanese luxury that is thoughtful, confident and highly considered. That should be evident not only in the design of our vehicles, but in every interaction a customer has with us, from discovery and purchase through to ownership. In the Middle East, we are placing increasing emphasis on creating a more personalized and elevated customer journey, building experiences and benefits around the vehicle rather than treating the transaction as the end of the relationship. Initiatives such as INFINITI BEYOND are an example of how we are extending the value of ownership into lifestyle, wellness and mobility experiences. When it comes down to it, specifications can be compared on a spreadsheet. The stronger differentiator is creating a brand people feel connected to, and an ownership experience they genuinely value long after they have driven out of the showroom.
4. Luxury is changing. Customers increasingly expect technology, personalization and experiences rather than simply premium materials. What does ‘modern Japanese luxury’ mean for INFINITI today?
For me, modern Japanese luxury is about intentionality. It is not minimalism simply for the sake of being minimal, and it is certainly not about filling every available surface with technology. It is about every element having a purpose. Beauty should have meaning. Technology should anticipate you rather than ask for your attention. Craftsmanship should reveal a human touch. And hospitality should begin before you have even opened the door. You can see that philosophy increasingly clearly in our products. On QX80, technology is integrated into the experience rather than dominating it. On the latest QX60, we have taken inspiration from Japanese culture and nature in ways that feel contemporary: a grille pattern influenced by a wind-swept bamboo forest, an asymmetrical kimono-inspired interior pattern, welcome lighting as the customer approaches, Google built-in in the UAE and Saudi Arabia, and a Klipsch audio system that can even create a more personalized listening experience for the driver. But modern Japanese luxury also extends beyond the car. For us, it is the feeling that someone has thought about you before you needed to ask. That is a very powerful form of luxury, because increasingly, the scarcest things in people’s lives are not materials, they are time, attention and peace of mind.
5.Many enthusiasts in our region still have a strong emotional connection to models such as the FX and Q50. How much does customer nostalgia influence future product decisions?
We listen to that very carefully, because nostalgia tells you something important. It tells you which products created a relationship that survived long after the original purchase.
But I think there is a distinction between respecting history and repeating it. We should never design the future by simply recreating the past. What we should understand is why those vehicles mattered. The FX, for example, challenged convention. Its proportions, character and crossover-coupe attitude were very distinctive at a time when the segment looked quite different. The Q50 created its own emotional connection, particularly with customers who value design and the experience from behind the wheel. So I would say heritage is a compass, not a blueprint. A good example is the First-Ever QX65, that we will launch in the Middle East soon. INFINITI has explicitly drawn its design heritage from the original FX, including the fastback lineage, but QX65 is not attempting to recreate an old vehicle. It takes some of the confidence and attitude that people loved and interprets those qualities for a new generation of customers. That is the balance we want, remember what made people fall in love with INFINITI, then give them a new reason to fall in love with it again.
6.How important are Saudi Arabia and the UAE to INFINITI’s global strategy, and where do you see the biggest growth opportunity in the region?
Saudi Arabia and the UAE are clearly important markets for INFINITI, but we see the opportunity through a broader GCC lens. This is a region with a strong appreciation for premium vehicles, distinctive design and high levels of customer service, and those expectations continue to evolve quickly. Across the GCC, customers are increasingly looking for more than a luxury product. They want relevance to their lifestyle, intuitive technology, a strong sense of brand identity and an ownership experience that feels personal. That aligns closely with the direction INFINITI is taking.
Our priority is therefore not simply to grow market by market, but to build a stronger and more consistent brand across the region, supported by the right product portfolio, stronger customer experiences and deeper engagement throughout the ownership journey. We see significant potential across the GCC as our portfolio expands, particularly in the premium SUV segment, and our focus will be on converting that opportunity into sustainable growth while strengthening desirability and loyalty to the INFINITI brand.
7.Beyond the vehicles themselves, what are you changing in the dealership and ownership experience to make INFINITI feel more exclusive?
I think the definition of exclusivity has changed. It used to be associated mainly with what you added. Today, some of the greatest luxury comes from what you remove: waiting, friction, repetition and impersonal treatment. That thinking is influencing how we approach the customer journey. Our new retail environments, which are in already in multiple markets across the Middle East, has been designed around a much more personalized and sensory experience, with VIP lounges, private consultation spaces, Japanese-inspired design and integrated digital interfaces. The intention is for the space to feel less transactional and more like an environment built around the customer. We are also extending the relationship beyond the dealership. INFINITI BEYOND is a good example. For QX80 owners in participating GCC markets, it brings together curated events, lifestyle privileges and premium services, including experiences around dining, art, music, wellness and culture. The program currently operates across Dubai, Abu Dhabi, Saudi Arabia, Kuwait, Qatar and Bahrain. The important point is that ownership should not feel like the relationship begins at the showroom and then disappears until the next service appointment. We want INFINITI to earn its place in the customer’s life over time. That, to me, is a much more contemporary definition of exclusivity.
8.If we meet again five years from now, what would need to have happened for you to consider INFINITI’s transformation in the Middle East a success?
I would judge success on more than one number. Of course, we need sustainable growth. More customers need to choose INFINITI. But the stronger test is what happens after they choose us, do they come back, do they recommend us and do they feel an emotional connection to the brand? In five years, I would want INFINITI in the Middle East to have a clear and unmistakable identity. I would want our products to be recognized immediately for their design and character. I would want our retail and ownership experience to be considered a benchmark for personal luxury. And I would want customers who remember the FX, Q50 or earlier generations of QX80 to feel that the brand they loved has not lost its spirit, it has evolved it. I would also like the Middle East to be recognized not simply as a market where INFINITI sells vehicles, but as a region that helps shape our thinking about the future of luxury. The pace of change here makes this an important place to learn. So for me the ultimate measure is durable desirability. Sales matter, absolutely. But the bigger transformation is when people once again have a very clear answer to the question, ‘Why INFINITI?’
9. Which INFINITI would you personally choose if you could only have one in your garage?
The QX80, without hesitation. For me, it is the INFINITI that best captures where the brand is today. It has presence, genuine space for family and friends, effortless performance and technology that makes a large luxury SUV surprisingly intuitive to live with. But beyond the individual features, I like what it represents. It is confident without needing to shout, it is highly advanced without losing the human side of luxury, and there are details throughout the vehicle that reveal its Japanese design influence. If I only have room for one, it has to do everything. The QX80 comes closest.
10. If you could bring back one INFINITI model or nameplate from the brand’s history, which would it be?
The FX. Not because I would want to reproduce it exactly as it was, but because of what it represented. The FX had audacity. It combined the stance and versatility of a crossover with a much more emotional, performance-oriented silhouette, and it was unmistakably different. That is something I think enthusiasts still associate very strongly with INFINITI, the willingness to challenge the conventional shape of a luxury vehicle. And interestingly, although I am choosing the FX for this answer, its spirit is not entirely in the past, and you will see that soon in this region. So yes, the FX name would be very tempting. But perhaps the more important thing is making sure that its confidence and willingness to challenge convention continue to live in future INFINITI products.
