From Engine Swaps to Market Shifts: Samur Alsada’s Journey Through the Gulf Automotive Scene

Introduction

The Gulf Spec podcast welcomed Samur Alsada, a seasoned automotive professional now serving as National Sales Director for Toyota and Lexus at Abdulhadi in Qatar. The conversation traced his path from a passionate car enthusiast to a corporate leader, highlighting personal projects, club building, and market insights across the GCC.

Early Passion and the G37 Project

• Infiniti G37 obsession – Samur bought a G37 that originally lacked a manual transmission. Determined, he attempted to influence product planning at Infiniti Middle East, but corporate constraints halted the idea.
• Engine swap adventure – He sourced a Nissan Skyline RB‑engine, creating a Frankenstein powertrain (RB30 bottom, RB26 head, RB25 turbo gearbox). The swap required custom mounts, drivetrain integration, and extensive tuning to make the car daily‑drivable.
• Learning curve – The project taught him about cost‑effective engineering, troubleshooting unique builds, and the limits of enthusiast‑driven modifications within a corporate environment.

Building Communities: The G37 and 350Z Clubs

• Grassroots club creation – Samur started a G37 owners club by simply stopping drivers on Abu Dhabi streets, offering high‑fives, and inviting them to join. The club quickly grew, gaining dealer support and regional office backing.
• Expansion to the 350Z – Success with the G37 led to a 350Z club, later evolving into the GTZ community. Though he later stepped aside due to conflicts of interest, the clubs remain active.
• Career catalyst – The regional office’s support opened a role at Infiniti Middle East, where Samur began his formal automotive career in product and pricing.

From FCA to Qatar: A Market Overview

• Toyota dominance – In Qatar, the Land Cruiser is a household staple; many families own multiple units or a Lexus LX variant. Its resale value and reliability make it the go‑to purchase.
• Expat‑driven buying patterns – With ~85 % expatriates, most buyers view cars as short‑term assets, prioritizing resale value over long‑term ownership.
• Chinese brand surge – Chinese manufacturers grew from ~1 % market share in 2018 to ~30 % today, driven by aggressive pricing, youthful desire for differentiation, and the “cool factor” of new tech toys.
• Shift from V8 to turbo‑charged V6 – Consumers initially resisted downsizing, but fuel‑efficiency and performance gains have changed attitudes, mirroring global trends.

Hybrid and EV Adoption in the Gulf

• Toyota’s hybrid strategy – Models like the RAV4, Camry, and Corolla Cross now ship primarily as hybrids. Fleet customers appreciate fuel savings and ESG benefits, while banks offer favorable financing for greener vehicles.
• EV perception – Early EVs entered the market as cost‑saving tools, yet today many buyers choose them for status and novelty rather than economics, especially as cheap regional fuel undermines pure‑EV business cases.
• Regulatory pressure – Emission standards push manufacturers toward smaller, turbocharged engines and electrification, sometimes at the expense of driving enjoyment.

Iconic Models and Personal Favorites

• Toyota FJ Cruiser – A cult classic in Qatar, beloved for its off‑road capability and rugged design. Its extended production in the Middle East reflects local demand.
• Toyota Century brand – Toyota is spinning off its ultra‑luxury Century line as an independent marque, aiming to compete with Maybach‑level offerings.
• GR Corolla & GR Supra – Samur anticipates the arrival of the GR Corolla and GR Supra in the region, noting their appeal as daily‑drivable performance toys.
• Dodge Viper experience – After selling his G37, Samur acquired a limited‑edition Viper (fifth‑gen, 8.4 L V10, manual). He describes the visceral driving feel, high fuel consumption, and the unique foot‑scar memories.
• V10/V12 love – Beyond the Viper, he admires the Lamborghini Huracán, Lexus LFA, and classic V12s for their distinctive sound and emotional impact.

Industry Reflections

• Balancing regulation and passion – While emissions rules force engine downsizing and added electronics, enthusiasts fear loss of character. Brands like Gordon Murray and Singer prove there’s still a market for raw, driver‑focused machines.
• Manual transmission advocacy – Samur stresses the cultural importance of manuals, especially for expatriates returning to Europe where manuals remain common. Preserving manual‑driving skills is framed as a responsibility for the community.
• Career pathways – The automotive sector offers diverse entry points—sales, marketing, product planning, technical roles—encouraging enthusiasts to pursue their passion professionally.

Conclusion

Samur Alsada’s story illustrates how a deep love for cars can evolve from garage projects to senior leadership, while his insights reveal a Gulf market in transition: traditional reliability (Land Cruiser) coexists with youthful Chinese brands, hybrids gain traction, and the push for electrification challenges the very essence of driving enjoyment. The future will demand both innovative green solutions and a commitment to preserving the raw, manual‑driven experience that fuels true automotive passion.

Samur’s journey shows that passion, perseverance, and community can turn a garage hobby into a thriving automotive career, and that the Gulf market is simultaneously embracing new technologies and clinging to the timeless appeal of reliable, driver‑focused cars.