In Conversation with Jacques Brent on Driving Sustainable Mobility in the UAE

The UAE is rapidly advancing its clean energy transition, with mobility playing a central role in shaping a more sustainable future. From expanding EV infrastructure and scaling up hybrid adoption to exploring next-generation technologies like hydrogen, the automotive industry is undergoing one of the most transformative shifts in its history.

In this interview, Jacques Brent, the Managing Director of Al-Futtaim Toyota and Lexus UAE shares how Toyota’s Environmental Challenge 2050 is being brought to life in the UAE, why a multi-pathway approach is key to meeting the country’s unique needs, and how shifting consumer expectations are influencing product innovation. 

 

Interviewer: As the UAE accelerates its clean energy transition, how is Toyota aligning its mobility strategy to support the country’s vision?

Mr. Brent: At Toyota, we believe in supporting every market’s unique journey toward sustainability and the UAE is setting a global benchmark with its ambitious energy transition goals.  Toyota's global sustainability roadmap, particularly the Toyota Environmental Challenge 2050, is actively implemented in the UAE, aligning with our commitment to achieving carbon neutrality and reflecting the local commitment to sustainability and climate action, as evidenced by the "Sustainable and Practical" mobility solutions being offered.

Toyota's Environmental Challenge 2050 is a global initiative, encompassing efforts in the UAE through the adoption of sustainable mobility solutions and collaborative research for hydrogen energy. This challenge aligns with the United Nations Sustainable Development Goals and involves reducing CO2 emissions from new vehicles by 90% (compared to 2010 levels), promoting the use of hybrid, plug-in hybrid, electric, and fuel cell vehicles, and focusing on resource conservation and biodiversity.

Interviewer: The country is making investments in EV infrastructure, including the deployment of thousands of public chargers and incentives to boost adoption. How is Al-Futtaim Toyota preparing to meet this growing demand for electrified mobility in the Emirates?

Mr. Brent: Al-Futtaim Toyota is taking a comprehensive approach to readiness; expanding our portfolio of electrified vehicles, partnering with public and private stakeholders to accelerate infrastructure development, and investing in retail and aftersales capabilities to support EV adoption at scale. We’re also actively collaborating with government bodies, fleet operators, and sustainability-focused businesses to electrify commercial transport and develop green mobility solutions tailored for the UAE. Our hybrid sales have grown substantially year-on-year, and we will shortly be scaling up our BEV offerings to match rising consumer demand.

 

Interviewer: From electric vehicles and hybrids to innovations like hydrogen or ammonia-powered engines, Toyota continues to explore multiple pathways toward sustainable mobility. What is the strategic thinking behind this multi-tech approach, and how does it serve the UAE market’s unique needs?

Mr. Brent: As the global shift towards sustainable mobility accelerates, Toyota Motor Corporation has strategically positioned its brands to serve distinct market segments with tailored electrification approaches. Toyota continues to lead the mass market in electrified vehicle offerings. Its portfolio of hybrids, plug-in hybrids, and fuel-efficient internal combustion engines makes sustainable mobility accessible to a broader consumer base, especially in regions where EV infrastructure is still developing.

Meanwhile, Lexus, the company’s luxury arm, has carved out a leadership position in the premium hybrid segment. By integrating electrified powertrains into its hallmark of comfort, craftsmanship, and performance, Lexus has made hybrid technology aspirational. Models like the new LX 700h are luxury symbols that reflect a growing consumer preference for sustainable performance. In many markets, Lexus hybrids have outsold their petrol-only counterparts, reflecting a shift in how high-end consumers define value and innovation.

Together, Toyota and Lexus exemplify a multi-pathway strategy: meeting consumers where they are while steadily moving them towards a carbon-neutral future. Where Toyota builds scale and trust in electrification for everyday drivers, Lexus redefines what sustainable luxury looks like on the road. This multi-pathway strategy is rooted in pragmatism and inclusivity. We recognize that a one-size-fits-all approach doesn’t work, especially in a region as diverse and climate-sensitive as the Middle East. Factors like grid capacity, energy mix, infrastructure readiness, and user preferences vary across markets, and our strategy reflects that reality. For the UAE, hybrids provide an immediate, impactful solution with no dependency on charging infrastructure. Having invested in all the meaningful powertrain alternatives, our aim is to support every step of the UAE’s clean mobility roadmap with proven, scalable, and accessible technologies that are implemented in due course.

 

Interviewer: Hybrid vehicles like the new Lexus LX 700h are gaining popularity, especially with the ramp up electrification but still has range and charging concerns in certain areas. Do you see hybrid technology as a transitional phase or a long-term pillar of mobility in the country?

Mr. Brent: We see hybrid technology as a vital, long-term pillar in the UAE’s mobility landscape. The beauty of hybrid vehicles lies in their ability to deliver immediate CO₂ reduction without requiring new infrastructure or behavioural change. 

The success of the Lexus LX 700h and our broader hybrid lineup underscores that consumer trust in this technology is growing. As BEV infrastructure scales and customer habits evolve, we’ll continue to expand our electric offerings. But hybrids will remain a critical tool in the decarbonisation journey especially as part of fleet electrification and the national sustainability agenda.

 

Interviewer: What shifts are you seeing in customer behaviour regarding sustainability (especially around the rising consumer awareness and increasing demand for eco-friendly options)? How are these trends influencing your product development and local energy collaborations?

Mr. Brent: We’re seeing a definitive shift in customer expectations especially among younger, urban consumers who want their mobility choices to reflect their values. Sustainability, ethical manufacturing, and environmental impact are now part of the buying criteria, not just performance or price.

This shift is influencing everything: from the vehicles we introduce, to how we communicate, to how we partner with energy providers and government entities. For instance, our consumer research showed that nearly two-thirds of UAE residents want EVs to be their primary mode of transport by 2025. That insight shapes how we design our product mix, expand our hybrid and EV offerings, and build local energy collaborations to support a seamless ownership experience.

Ultimately, this is a long-term mindset shift. As Toyota’s exclusive distributor in the UAE, we are committed to shaping a mobility ecosystem where every customer can contribute meaningfully to a more sustainable UAE.