Latest news with #AlbertKhreiche
Arabian Business
30-06-2025
- Automotive
- Arabian Business
INFINITI's New Dawn initiative is driven by purpose and designed for tomorrow
Luxury automobile manufacturer, INFINITI, is stepping into a new era – an evolution it calls New Dawn, marking a transformative shift in brand identity, product innovation, and customer experience. The initiative is more than just a facelift; it's a philosophy that reimagines what modern luxury should feel like. At the heart of this transition is an embrace of Japanese hospitality and craftsmanship, fused with the expectations and lifestyle of today's premium car buyers – particularly in the Middle East. Albert Khreiche, Managing Director of INFINITI Middle East, shares insight into the timing and inspiration behind the New Dawn initiative. 'New Dawn marks a bold evolution for INFINITI—a refreshed identity rooted in Japanese hospitality and craftsmanship. It symbolizes a renewed product focus on modern luxury, design innovation, and customer-centric experiences – with the first proof point being the all-new INFINITI QX80, which was launched in the region last November, on INFINITI's 35th anniversary.' The initiative as per Khreiche, was inspired by the need to realign INFINITI's vision with the rapidly changing luxury automotive landscape. 'As the brand approached this milestone anniversary, it was seen as the perfect time to introduce a bright new chapter that draws on INFINITI's heritage while looking toward its future.' This vision resonates especially well in the Middle East, where the appetite for innovation, performance, and elevated experiences is stronger than ever. The QX80, the first model released under New Dawn, sets the tone with cutting-edge technologies and segment-first features. 'Our latest product launches, such as the QX80—showcase a fresh design language, Google Built-In tech, and segment-first features like biometric climate control and individual audio. These innovations elevate comfort, safety, and connectivity,' says Khreiche. 'INFINITI is evolving to offer a modern alternative in luxury, tech-forward, sensorially rich, and emotionally resonant. We're speaking directly to customers seeking more than a car—they want a tailored experience.' Navigating Market Challenges and Opportunities While the Middle Eastern luxury automotive market offers immense potential, it also presents its share of challenges, namely, intense competition and ever-evolving consumer expectations. 'The luxury segment is highly competitive, and brand loyalty is hard-won. That said, INFINITI is uniquely positioned. Our new designs, tech-rich features, and hospitality-driven service appeal to regional tastes,' explains Khreiche. He emphasizes that products like the QX80 are specifically engineered for the region's terrain and lifestyle. 'By honoring cultural values, offering personalization, and building community through programs like INFINITI BEYOND, we can transform these challenges into long-term regional relevance and loyalty.' To complement the New Dawn vision, INFINITI has rolled out INFINITI BEYOND, an exclusive membership program that redefines luxury ownership in the region. 'INFINITI BEYOND is an exclusive membership program designed to elevate the ownership experience. Tailored for the Middle East, it offers curated events, lifestyle perks and premium services. More than a loyalty scheme, it's a lifestyle ecosystem that enhances every aspect of being an INFINITI owner. It signals our intent: luxury isn't just what you drive, it's how you live.' With a focus on cultural alignment, BEYOND provides highly personalised experiences for its discerning clientele. 'Unique benefits include personalised concierge support, exclusive events, and access to elite experiences—from fine dining to private wellness sessions. It's about delivering delight beyond the drive. The program responds to a clear desire from the region's clientele: they want ownership to feel seamless, personal, and culturally aligned. BEYOND is INFINITI's answer—a luxury ecosystem shaped around those who live and lead with distinction.' Environmental responsibility is another cornerstone of the brand's forward strategy. Sustainability is more than a buzzword in INFINITI's New Dawn strategy, it's a core principle shaping future product development. 'Sustainability is central to INFINITI's New Dawn. We're aligned with Nissan's Ambition 2030 and are moving toward a more diversified drive train line-up. The Vision Qe concept previewed our first all-electric model in 2023, earlier this year an electrified SUV was announced, while new vehicles like the QX80 adopt more efficient V6 powertrains. We're integrating eco-conscious design, like energy-efficient lighting and lighter materials, without compromising on luxury,' says Khreiche. 'This region is warming up to EVs, and INFINITI intends to be a premium choice in that space. We see sustainability not as a compromise, but as a path to create cleaner, smarter, and more human-centric luxury experiences.' Human-Centered Innovation As INFINITI looks to the future, the focus remains squarely on enhancing the human experience through technology. Innovations such as ProPILOT Assist and biometric personalization illustrate the brand's commitment to intelligent mobility. 'INFINITI is investing in connected tech, semi-autonomous systems, and an electrified future. The QX80's ProPILOT Assist, biometric climate control, and Google Built-In reflect this evolution. We are also embedding Japanese hospitality—Omotenashi—into vehicle and dealership experiences. This means intuitive controls, personalised settings, and retail environments that feel warm, not sterile,' Khreiche notes. 'In the Middle East, where urban navigation, long drives and off-road capability matter, our vehicles are tuned for local needs. At every step, INFINITI is placing the customer at the center, using tech to enhance human experience, not overwhelm it. It's mobility that is intelligent, effortless, and satisfying.' As the luxury market matures, INFINITI is staying ahead by deeply understanding how consumer preferences are evolving. 'Today's luxury car buyers in the Middle East seek more than status symbols. They want cutting-edge tech, personalization, and authenticity. SUVs and crossovers continue to dominate, especially coupe-like designs that blend utility with bold styling. Buyers also demand seamless connectivity and experiences that reflect their identity,' says Khreiche. INFINITI is adapting by launching products like the QX80, enhancing tech integration, and offering human-first services like BEYOND. 'We're also investing in storytelling and experiences that celebrate local culture. It's not just about the car. It's about how that car fits into a life well-lived.' INFINITI's New Dawn is carefully attuned to the cultural and lifestyle nuances of the Middle East, from climate-ready engineering to regional brand ambassadors. 'New Dawn embraces the region's values of hospitality, adventure, and elegance. INFINITI's design language and services respect the way people live here. We've added features tailored to desert conditions, offered exclusive events through BEYOND, and celebrated regional identity in many ways, including introducing Saudi Arabian film producer and philanthropist, Mohamed Al Turki as our regional Chief Luxury Ambassador,' says Khreiche. 'INFINITI's current and upcoming vehicle line-up embodies this spirit—blending performance, design, and innovation. INFINITI is not just delivering cars to the Middle East. We're delivering a brand that resonates deeply and evolves in harmony with the needs of customers in the region.' INFINITI's New Dawn is more than a campaign, it's a comprehensive reinvention. With the region's rapidly shifting tastes and technology, the brand is positioning itself as a luxurious, human-centric, and future-ready choice for Middle Eastern customers who expect nothing less than extraordinary.
Arabian Business
30-05-2025
- Automotive
- Arabian Business
AW Rostamani group unveils world's largest INFINITI centre in Dubai
AW Rostamani Group, through its flagship company Arabian Automobiles Company (AAC), has officially launched the world's largest INFINITI Centre on Sheikh Zayed Road, set to redefine customer experience with a multisensory tribute to innovation and luxury. The grand unveiling brought together key dignitaries and industry leaders including Hiromi Kakuta, Deputy Consul General of Japan; Thierry Sabbagh, Divisional Vice President and President – Middle East, KSA, CIS – Nissan & INFINITI; Albert Khreiche, Managing Director of INFINITI Middle East; and Mohammed Al Turki, Chief Luxury Ambassador of INFINITI Middle East. The evening was hosted by Tom Fux, CEO of AWR Automotive, and Hussam Baghdadi, Senior Director at Arabian Automobiles Company. 'Sheikh Zayed Road is a symbol of Dubai's global transformation, and we're proud to add to its legacy with the world's largest INFINITI Centre,' said Fux. 'This space is designed for today's discerning customer, offering a personalised and sensory journey that transcends the traditional dealership model.' Baghdadi added, 'With its visionary leadership and world-class infrastructure, Dubai is the ideal backdrop for reimagining automotive retail. This Centre is immersive, intuitive, and crafted around every customer touchpoint.' Albert Khreiche, Managing Director at INFINITI Middle East said, 'It is a point of immense pride to celebrate this milestone with AW Rostamani, who continue to deliver exceptional experiences to our customers.' Titled 'INFINITE Night Sky,' the opening ceremony showcased a unique sensory journey: Sight: Fashion designer Alaa Sarkis presented an exclusive haute couture collection inspired by INFINITI's elegance and innovation. Taste: Acclaimed chef Reif Othman curated a bold culinary experience reflective of the brand's creativity. Sound: Award-winning artist Layla Kardan performed a soulful set, echoing the brand's refined spirit. Scent: Mishaal Alireza of Rezaroma introduced a signature fragrance experience, with guests receiving personalised scent gifts. Touch: Guests engaged with an interactive station where they received star-aligned portraits based on their birthdates. The new Centre is anchored by the all-new INFINITI QX80 and features minimalist, Japanese-inspired interiors, elegant VIP lounges, and personalised consultation suites. Ambient lighting and seamless digital touchpoints contribute to an elevated, immersive customer journey.
Zawya
14-04-2025
- Automotive
- Zawya
AW Rostamani Group unveils the world's largest INFINITI Centre in Dubai
Dubai, UAE – Arabian Automobiles Company (AAC), the flagship automotive company under AW Rostamani Group and the exclusive distributor for INFINITI in Dubai, Sharjah, and the Northern Emirates, has inaugurated the world's largest INFINITI Centre on Dubai's iconic Sheikh Zayed Road. The grand opening was a multisensory tribute to the INFINITI brand, attended by key dignitaries and industry leaders. The prestigious event welcomed Hiromi Kakuta, Deputy Consul General of Japan; Thierry Sabbagh, Divisional Vice President, President – Middle East, KSA, CIS – Nissan & INFINITI; Albert Khreiche, Managing Director of INFINITI Middle East; and Mohammed Al Turki, Chief Luxury Ambassador of INFINITI Middle East. Hosting the evening were Tom Fux, CEO of AWR Automotive, and Hussam Baghdadi, Senior Director of Arabian Automobiles. 'Sheikh Zayed Road is a symbol of Dubai's global transformation, and we're proud to add to its legacy with the world's largest INFINITI Centre. This space is designed for today's discerning customer, offering a personalised and sensory journey that transcends the traditional dealership model and truly understands their evolving needs in the automotive landscape," said Tom Fux, CEO of AWR Automotive. 'The UAE, particularly Dubai, has played an instrumental role in shaping the success story of INFINITI. With its visionary leadership, ambitious energy, and world-class infrastructure, this city is the ideal backdrop for reimagining automotive retail. And this new Centre is our way of honouring that ambition—with a space that is immersive, intuitive, and crafted around every customer touchpoint to deliver an unparalleled experience,' said Hussam Baghdadi, Senior Director of Arabian Automobiles. 'It is a point of immense pride for INFINITI Middle East to celebrate this milestone for the brand in the region,' said Albert Khreiche, Managing Director, INFINITI Middle East. 'We thank our trusted partner, AW Rostamani, for their continued commitment to delivering exceptional experiences for our customers in Dubai, Sharjah and the Northern Emirates.' INFINITE Night Sky: A Celebration of the Senses Rooted in the belief that the most powerful experiences are those that engage all five senses, the INFINITI Centre celebration was a multisensory journey like no other. A constellation of artistry and innovation came to life through five luminaries – each a master of their craft and embodying the essence of INFINITI: Human, Daring, and Forward. Guiding this extraordinary experience was Peyman Al Awadhi, the main navigator of the event, whose presence seamlessly tied the narrative together and brought each sensory element to life. Sight Fashion designer Alaa Sarkis, who has dressed regional icons like the diva Haifa Wehbe, Safa Siddiqui of Dubai Bling, Syrian superstar Nour Ali and more, captivated guests with a striking visual showcase that blurred the lines between haute couture and conceptual artistry. His exclusive collection, created especially for the INFINITI event, celebrated the same elegance and forward-thinking that define the brand, turning fashion into a form of storytelling. Taste Guests indulged in a refined culinary experience curated by the acclaimed chef Reif Othman whose Reif Kushiyaki brand is a staple in MENA 50 Best Restaurants and the Michelin Guide. He was also voted as the winner of the Chef's Choice Award in the MENA 50 Best 2022 and named one of Arabian Business' Top 100 in 2023. Known for his modern Japanese creations, Chef Othman brought his bold flavors to the table, perfectly capturing the meticulous attention to detail and creative innovation that defines the INFINITI brand. Sound The soulful performance by singer, songwriter, and entrepreneur Layla Kardan provided an emotional soundtrack for the evening. Awarded Emirates Woman Artist of the Year and recipient of the Esquire Middle East Music Award, Layla's performance echoed the brand's refined yet daring spirit, leaving guests entranced by her voice and artistry. Scent Fragrance specialist and serial entrepreneur whose impact spans business, culture, and innovation, Mishaal Alireza introduced Rezaroma, the Middle East's leader in scent marketing. He has helped shape signature fragrances for some of the most recognisable brands and destinations in the region. Guests were able to take home a whiff with a gift from Rezaroma and explore their scent lab at the event. Touch Beneath a sky full of limitless potential, attendees were invited to connect with their own infinite possibilities. By entering their birthdates at the interactive booth, guests received a personalised portrait of how the stars aligned on the day they were born—an empowering reminder that, like the stars of the evening, everyone has the potential to shine. A New Era of Automotive Luxury in the UAE At the heart of the Centre stands the all-new INFINITI QX80, a bold expression of modern Japanese luxury and powerful performance. The Centre features elegant VIP lounges, personalised consultation suites, and minimalist Japanese-inspired design elements—including a horizon divider, ambient lighting, and seamless digital interfaces—all crafted to elevate the customer journey. This innovative space reflects the future of luxury automotive retail: immersive, personal, and inspiring at every turn. AWR Automotive invites everyone to visit the new INFINITI Centre on Sheikh Zayed Road and discover a destination where design, innovation, and hospitality come together - featuring the latest INFINITI lineup, including the iconic all-new QX80. Visit @infinitidxb and to learn more. For media inquiries, get in touch with: Tricia Jimenea Email: tricia@ Piyush Talreja Email: piyush@ Zyad Mesallati Email: zyad@ About AWR Group AW Rostamani Group is a multi-sector, multi-market group and one of the most progressive companies in the Middle East. With a legacy spanning over seven decades, AWR Group employs 3,000 individuals, serving a diverse customer base of over 155,000 individuals and 24,000 businesses. Its core verticals include automotive, real estate, logistics, lifestyle, lighting solutions, travel, agritech, and sustainable packaging. More than just serving the present, AWR Group embraces generation next. It builds purposeful businesses to enrich the lives of every generation, striving to make a meaningful and enduring impact on business, people, and the world. Built on a bedrock of strong founding values, AWR Group continues to evolve with the times and ahead of them, at work for a planet that prospers. For more information, please visit Media Enquiries For any media enquiries or questions, please contact: media@ About Arabian Automobiles Company Arabian Automobiles Company (AAC) is the flagship company of AW Rostamani Group. With over 50+ years in the business, AAC is one of the leading automotive dealers in the GCC and exclusive distributor for Nissan, INFINITI and Renault vehicles in Dubai, Sharjah and the Northern Emirates. Arabian Automobiles is looking back on 50+ years of excellence and passion, and forging ahead with its vision to enrich customer lives and remain the trusted automotive brand of choice. Arabian Automobiles became the first automotive company in the UAE to be awarded the prestigious 'Dubai Quality Gold Award' by Dubai Economy in May 2017. In 2023, Arabian Automobiles has been honored with the prestigious INFINITI Global Award. Also in 2017, INFINITI won 'Best Performing Brand' in the automotive category of the Dubai Service Excellence Scheme; an accolade previously won by Nissan in 2016 and Renault in 2015. In 2015, Arabian Automobiles received the Mohammed Bin Rashid Al Maktoum business award for most outstanding performance and in 2013 it became the first private company in the UAE to be inducted into the prestigious Palladium Balanced Scorecard Hall of Fame for strategy execution. Arabian Automobiles Company is currently the holder of Nissan Motor Company's 'Global Nissan Aftersales Award and is the only Nissan distributor to have won the award for a total of 24 times. Across its Dubai, Sharjah and Northern Emirates network, Arabian Automobiles operates: New vehicle sales showrooms: 9 Nissan, 3 INFINITI and 2 Renault Service centres: 10 Nissan, 3 INFINITI, and 2 Renault 12 spare parts centres Central Logistics Centre at Dubai Industrial City Arabian Automobiles is ISO 9001, ISO 14001 and ISO 45001 certified.
