Al-Futtaim Lexus Reveals Leading Emirati Film Director Nahla Al Fahad’s Story in New Video for LX Brand ‘Inspire a Legacy’ Campaign


Featuring the Lexus LX, the film details how Nahla Al Fahad has built her legacy with Lexus being a key part of her story

Dubai, UAE: To mark the launch of its LX brand campaign ‘Inspire a Legacy’, Al-Futtaim Lexus has revealed a stunning new video starring award-winning Emirati Director and Executive Producer Nahla Al Fahad. With a message rooted in unlocking one’s true potential, the visionary has come together with Al-Futtaim Automotive’s premium car brand to tell her inspirational story through a video featuring the Lexus LX.  

Through the campaign, viewers will uncover how Lexus has opened doors for the Emirati entrepreneur to share her inspiring stories, helping her build her legacy one dream at a time.  Sharing her passion for storytelling as she narrates how Lexus has been a part of her story, in the video Nahla Al Fahad likens her limitless ambition to that of her home country’s spirit. 

Commenting on the process and collaboration, Al Fahad said, “I have had an affinity with Lexus for many years, right back to when I used to drive my Lexus to commute daily between Abu Dhabi, so I was delighted to be part of this beautiful story. My goal has always been to achieve worldwide recognition for Emirati movies, and so the Lexus ethos of inspiring a legacy truly spoke to me. My journey has been defined by luxury, precision, speed and excellence – all attributes that sum up the Lexus LX.”

Through this piece of work, Al-Futtaim Lexus aims to inspire individuals to look beyond the traditional driving experience and be inspired by their behind-the-wheel journey to truly create their own legacy. The brand interprets legacy as being born out of a drive to create something that lives on and is celebrated until the end of time. With Lexus LX, which is featured in the video, the brand encourages customers to unleash their best and make an unforgettable impact on the world, for generations. The company draws inspiration from its customers, who come from different walks of life – and dream differently, inspiring their own legacies as their stories unfold.  

Crafted to command, the 2021 Lexus LX boldly traverses the territory of uncompromising refinement and capability as the brand’s flagship luxury utility vehicle. Lexus has exceeded the limits of creativity and luxury with the smooth and innovative design and dynamic presence displayed in the contrasting aerodynamic lines and angles that give the vehicle a sport character combined with absolute elegance. It comes with the most comprehensive safety system ever included in the LX as well a, indulgences like Mark Levinson® audio and unparalleled climate technology.

“We are excited to share Nahla’s story with our audience across the UAE as her story blends so perfectly with ours. The Lexus LX personifies luxury and excellence – with an evocative design, precise performance, perfect luxury, and imaginative technology, it is engineered to last. Legacies that inspire the future are made of aspirations and determination – and Lexus encourages every individual to reach their full potential, creating a legacy for the future just as we strive to build our legacy here in the UAE,” said Saad Abdullah, General Manager, Marketing Al-Futtaim Lexus and Al-Futtaim Toyota.

Nahla Al Fahad’s life embodies grit and power; she has overcome challenges with confidence and courage. By sharing her journey, she aims to document her story as a life lesson for future generations, empowering those who are working towards their goals. 

About Al-Futtaim – Lexus:

Since its debut in 1989, Lexus has earned a worldwide reputation for high-quality vehicles and exemplary customer service in line with its Japanese ‘omotenashi’ roots – the tradition of anticipatory hospitality. Leader in hybrid technology in the luxury automotive scene, both globally and locally, Lexus offers the largest line-up of Hybrid Electric Vehicles (HEV), which boast a number of advantages over traditional powertrains, such as high performance, unmatched fuel efficiency, substantial emissions saving, noise reduction and instantaneous acceleration.

In the UAE, Lexus is distributed by the Al-Futtaim Automotive Group and enjoys a strong network of showrooms and service centres across all 7 Emirates.

The Lexus sedan line-up includes IS, ES, ES Hybrid, GS, GS Hybrid, LS and LS Hybrid and the SUV range includes UX, NX, RX and RX Hybrid, GX and LX. While the coupe range features the Lexus RC, LC and LC Hybrid, the F marque, home for Lexus performance vehicles, produces RCF and GSF high-performance cars. 

Al-Futtaim Lexus is also home for INTERSECT BY LEXUS, a luxury space at DIFC where guests can enjoy hand-crafted food and drinks, while connecting with like-minded people and enjoying the premium Lexus lifestyle.

About Al-Futtaim Automotive:

Al-Futtaim Automotive, one of the main five operating divisions within the UAE-based Al-Futtaim Group of companies, is a conglomerate of motoring-related businesses, franchising some of the world’s most-recognised automotive brands and services.

Operating in 10 countries across the Middle East, Asia and Africa and empowered by around 9,000 associates, the UAE-headquartered Group’s services span across distribution of new and used vehicles, manufacturing, leasing, and aftersales.

Ranging from passenger cars to SUVs, commercial vehicles, industrial and construction equipment as well as motorbikes and quads, Al-Futtaim Automotive Group offers an integrative customer-centric experience for motorists, fleet operators and contractors alike, and strives to become the leader in tailor-made mobility solutions

About Al-Futtaim:

Established in the 1930s as a trading business, Al-Futtaim today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into five operating divisions; automotive, financial services, real estate, retail and health; employing more than 42,000 employees across more than 20 countries in the Middle East, Asia and Africa, we partner with over 200 of the world’s most admired and innovative brands. 

Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers every day.