• Milestone Grenadier delivered to customer in Saudi Arabia
• Industry veteran Dan Balmer appointed to spearhead expansion
• New Middle East & Africa headquarters launched in Dubai
INEOS Automotive has reached a key milestone in its Middle East journey, celebrating the delivery of its 1,000th Grenadier 4X4 just over two years since its launch in the region. The British-engineered off-roader has quickly won over adventurers, professionals, and off-road enthusiasts across the GCC.
Accelerating Regional Expansion
Building on its rapidly growing global presence, INEOS Automotive is scaling up operations across the Middle East and Africa. The company has appointed Dan Balmer as the new Head of Region, bringing extensive leadership experience from renowned automotive brands, including BMW, Aston Martin, Lotus, and Rolls-Royce.
Balmer will be based in the company’s newly opened regional headquarters at Arenco Tower, Dubai Media City, where a growing team – including relocated experts from the UK – will focus on strengthening sales, marketing, aftersales, and dealer operations.
With an established presence in six countries and seven dealer sites, INEOS Automotive is preparing for an ambitious expansion across the GCC and into untapped markets in the Middle East and Africa. “The 1,000th Grenadier delivery signifies that drivers across the region are embracing what we’ve built,” said Lynn Calder, CEO of INEOS Automotive. “We’re backing that enthusiasm with serious investment: a new regional HQ, a growing team, and an exciting leader in Dan Balmer, who’s ready to take things to the next level.”
An Industry Heavyweight to Lead the Charge
Newly appointed regional head Dan Balmer brings a wealth of international expertise and strategic vision. With decades of experience leading operations for some of the world’s most prestigious brands, he is now focused on driving INEOS Automotive’s growth and partnerships across the region.
“Hitting this milestone delivery is just the beginning,” said Balmer. “The Middle East and Africa offer huge potential, and I’m thrilled to lead our efforts here – from expanding into new markets to delivering exceptional customer experiences.”
Balmer began his career as an apprentice design technician, progressing through roles at BMW and Rolls-Royce. He became General Manager Asia Pacific for Rolls-Royce in 2012, before joining Aston Martin in 2014, where he oversaw multiple regional offices, later serving as President of UK, Middle East & Africa. In 2021, he joined Lotus Cars, achieving success as President and CEO of Asia Pacific, Middle East & Africa, before his most recent position as President and CEO of Lotus Cars Europe.
