INFINITI Middle East has announced that Saudi Arabian film producer, philanthropist, and influential entrepreneur, Mohammed Al Turki, will be the house’s first-ever Chief Luxury Officer.
According to the maison, Al Turki will serve as an ambassador to the brand, channeling his passion for art, culture, and the luxury landscape to enhance INFINITI’s customer experience across the Middle East, and signals the brand’s intent to bring a fresh vision of automotive luxury tailored specifically to the cultural and aesthetic sensibilities of the region.
Known for his influential presence in the world of film and fashion, Al Turki’s multifaceted career bridges the East and West, reflecting an understanding of both global and Middle Eastern luxury standards. He will be tasked with guiding INFINITI’s regional customer experience, helping to craft an immersive, sophisticated brand journey that resonates with Middle Eastern clients. “Partnering with INFINITI allows me to combine my passion for luxury and storytelling with a brand that values cultural connection,” Al Turki said, expressing enthusiasm for the journey ahead. “I’m thrilled to collaborate on initiatives that will not only celebrate our region’s unique culture but also embrace INFINITI’s modern Japanese luxury aesthetic.”
This collaboration comes as INFINITI prepares to debut the all-new QX80 SUV in the Middle East—a flagship model that represents the pinnacle of the brand’s commitment to quality, style, and craftsmanship.
The move is part of INFINITI’s broader strategy to redefine automotive luxury with an approach that’s less about traditional luxury markers and more about deeply personalized, culturally relevant experiences. As Chief Luxury Officer, Al Turki will consult on trends, influence luxury standards, and play a pivotal role in creating brand experiences that cater specifically to discerning Middle Eastern clients.
Thierry Sabbagh, Divisional Vice President of Nissan and INFINITI in the Middle East, expressed confidence in the collaboration, stating, “Mohammed’s background in luxury and storytelling makes him the perfect partner for our brand. Together, we aim to create meaningful, resonant moments that will forge a strong cultural connection with our audience.”
The timing of this partnership is arguably no coincidence. INFINITI’s flagship model, the QX80, will soon arrive in the Middle East, marking a new chapter in the brand’s legacy of luxury SUVs. This model combines a new level of craftsmanship with advanced features, embodying the brand’s dedication to artistry and sophistication. With Al Turki’s cultural insights, the QX80 will become more than just a luxury vehicle; it will serve as a symbol of INFINITI’s commitment to integrating cultural awareness into their design philosophy and customer experience.
