NISSAN has announced the appointment of Samir Cherfan to the role of managing director (MD), Nissan Middle East, effective immediately. In his new role, Samir Cherfan will have overall responsibility for both Nissan and Infiniti brands in the Middle East region.

Samir’s new appointment follows a year as director, sales and marketing, Nissan Middle East, and well over 20 years of Renault-Nissan Alliance experience spanning engineering and commercial roles. His extensive resume and knowledge of the Middle East automotive market is complimented by fluency in Arabic, French and English.

Samir, 45, commented: "It’s a privilege to be appointed to this position and I pay tribute to my predecessors who have made Nissan one of the leading automotive brands in the region with a proud heritage and reputation for quality, reliability and durability. Our innovative and exciting model range, ever strengthening brand momentum and excellent retail network puts Nissan in a strong position to reach new levels of success.

"I look forward to facing the challenge of leading such a strong brand in a market, which is of great significance to Nissan’s global growth strategy. On a personal note, it is also particularly pleasing for me to lead Nissan in a market in which I have such a strong cultural link."

Samir succeeds Atsuo Kosaka who held the position of MD for over four years and now returns to Japan to undertake a new role with Nissan Motors Ltd.