Nissan reveals secrets of coping with "world's severest market"

How the manufacturer copes with adapting vehicles to the region's gruelling environment was revealed in detail by Eiji Imai, Nissan's senior vice-president in charge of corporate quality assurance and customer service when he visited Dubai and Oman recently.

Imai addressed a media round-table to explain the unique project development work required for the GCC, comparing it with the demands of other markets, and detailing why the region is so physically demanding for an auto manufacturer to maintain global quality standards. Imai's visit came as part of Nissan's on-going commitment to ensure its large line-up of products satisfy customer needs in the Middle East as one of the fastest growing automotive markets in the world.

Nissan goes to extreme lengths to ensure that models launched in the Gulf perform to the same international standards expected of the brand, despite the unique motoring conditions that prevail in the region.

The recently launched full Infiniti line-up (G Coupe & Sedan, Q Sedan, FX Crossover and QX SUV), Nissan Armada and Murano SUVs as well as the Nissan Altima and 350Z were all extensively modified to handle the extremes of Gulf temperature, roads, and sand storms, with up to 500 changes made to the standard specifications for each model.

Imai's presentation was titled 'Nissan Quality Value-Up for the GCC' and highlighted Nissan's dedication to reliability and durability across its SUV and passenger car lineup in the Gulf and in all countries where it operates.

Takeshi Nakajima, Nissan Middle East's deputy managing director, described the exercise as giving media - and in turn, Nissan customers - unprecedented insight to the company's rigorous quality control systems and procedures.

"Nissan already has an enviable reputation in the region for vehicles that consistently deliver outstanding performance and reliability," he said. "The media round-table demonstrated how committed we are to maintaining and enhancing this reputation and assuring our many thousands of customers that their special market needs are always taken into account."