INEOS Automotive has hit a major milestone in the Middle East, delivering its 1,000th Grenadier 4X4 – just over two years after launching in the region. The rugged British-designed off-roader has quickly gained traction with adventurers, professionals, and off-road enthusiasts alike.

REGIONAL INVESTMENT AND EXPANSION

Building on its fast-growing global footprint, INEOS Automotive is making a bold move and expanding operations across the Middle East and Africa. Leading this next chapter is the newly appointed Head of Region, Dan Balmer – a highly accomplished executive with a CV that spans top roles at BMW, Aston Martin, Lotus, and Rolls-Royce.

Balmer will be based in INEOS Automotive’s brand-new regional headquarters in the Arenco Tower in Dubai’s Media City, where a growing team – including relocated staff from the UK – will drive sales, marketing, aftersales, and the dealer network.

With a strong existing footprint across six countries and seven dealer sites, the company is now gearing up to expand further across the GCC and break into new Middle Eastern and African markets. “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.”

INDUSTRY HEAVYWEIGHT AT THE HELM

Newly appointed regional chief, Dan Balmer, brings deep global expertise and local insight to the role. Having previously led teams in major markets for some of the world’s most prestigious automotive brands, he’s now focused on growing INEOS Automotive’s presence and partnerships throughout 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 started his automotive career as an apprentice design technician, and progressed through the ranks at BMW and Rolls-Royce. His first regional leadership appointment was as General Manager Asia Pacific for Rolls-Royce from 2012. Joining Aston Martin in 2014, Balmer led several regional offices, latterly as President of UK, Middle East & Africa. And at Lotus from 2021, he saw success as President and CEO of Asia Pacific, Middle East & Africa, and most recently held the position of President and CEO of Lotus Cars Europe.

For most people, car servicing is about speed, efficiency, and trust. But for a select group of the Middle East and Africa’s most skilled automotive professionals, it’s also about something else – the chance to put their expertise to the test on the world stage.

This month, eleven technicians and service advisors from seven MEA countries will travel to Bangkok, Thailand, to compete in the first-ever Changan Global Service Skills Competition. The five-day event, running from August 25–29, will pit them against elite peers from around the world in disciplines including service reception processes, engine maintenance, and vehicle fault diagnosis.

A Career Milestone

For these finalists, representing KSA, Oman, Egypt, Iraq, Kuwait, Bahrain, and Morocco, the competition is more than just a technical test. It’s a career highlight, an opportunity to benchmark themselves against the best globally, and a chance to bring fresh knowledge home to their dealerships and customers.

Their journeys began at the 2024 Changan MEA Regional Skills Competition in Dammam, KSA, where the region’s top service professionals underwent rigorous challenges and intensive training. Those who excelled earned the right to carry their country’s flag to Bangkok.

“Our finalists are not only representing their dealerships and countries, but also the skill, dedication, and customer-first values of the Middle East and Africa region,” said Mr. Xiao, General Manager of Changan Automobile’s MEA Business Unit. “Competing at this level puts MEA talent in the global spotlight and helps raise service standards across the industry.”

The People Behind the Progress

Among the Service Advisors is Eslam Mohammed Nasem of Almajdouie Motors, KSA, who says the competition is “a chance to prove that our region’s skills are world-class.” For Anandu Dileep Kumar, a technician from Alqurain Auto Motive Trading Company in Kuwait, it’s about “learning from the best, then sharing that knowledge with colleagues and customers back home.”

These stories are mirrored across the team, individuals driven by pride in their craft and a commitment to customer satisfaction.

Why It Matters

Aftersales service is becoming a key differentiator in the automotive industry, particularly in MEA, where customer expectations are rising alongside vehicle technology. The skills honed in Bangkok – from diagnostic precision to customer engagement – will directly influence the ownership experience across the region.

By investing in competitions like this, Changan aims to create a ripple effect: highly trained professionals inspiring peers, raising standards, and reinforcing trust in the brand.

Looking Ahead

The Bangkok event will also feature technical salons and a factory tour, giving participants access to global best practices and cutting-edge developments. When they return, the MEA team will bring more than memories, they’ll bring insights that will shape the future of aftersales service in the region.

This is the first time MEA has sent a full delegation to the global finals. For the eleven men and women boarding their flights later this month, it’s the culmination of years of dedication. For the region’s customers, it’s a sign that world-class service is closer than ever.

Rolls-Royce presents its latest Bespoke commission from the Middle East – a captivating Black Badge Cullinan Series II inspired by the unique colours of the sunset over the client’s home city of Doha in Qatar.

The motor car’s Bespoke two-tone exterior paint finish features Bronze as the main body colour. This takes its cues from the deserts of the Arabian Peninsula, where the mix of iron-rich red and calcium carbonate-based white sands lends a warm, golden-brown hue to the landscape. The upper portion is finished in Sunrise Sparkle, which mimics the setting sun’s rays reflecting and scattering across the sheer glass and steel surfaces of Doha’s futuristic skyline. The interior is trimmed in Sunrise main leather with Casden Tan secondary and Havana tertiary leathers, complemented with seat inserts, piping, contrast stitching, and embroidered ‘RR’ headrest monograms in Sunrise. The seats are decorated with Bespoke perforations, which mimic the shapes of the clouds as they appear over the Home of Rolls-Royce in Goodwood. The wood elements are crafted from Mimosa Negra open-pore veneer. Dark Spice carpets and Casden Tan lambswool floor mats complete the interior theme.

James Crichton, Regional Director, Middle East & Africa, Rolls-Royce Motor Cars, commented: “Our clients’ ever-growing demand for individualisation has made the Middle East our most valuable market for Bespoke motor cars in the world. Through our Private Office in Dubai, we bring the Home of Rolls-Royce in Goodwood to our clients in the region, providing them with a unique opportunity to co-create their motor car alongside a dedicated Bespoke designer and specialised client experience manager. This expressive Black Badge Cullinan Series II highlights how our Bespoke team can capture the spirit of special places and cultures, and Cullinan’s potential as a canvas for self-expression, creativity, and artistry.”

Ayman Berjawi, General Manager, Rolls-Royce Motor Cars Doha, added: “This remarkable Black Badge Cullinan Series II commission is a celebration of Qatar’s natural beauty and our client’s discerning taste. ‘Desert Sunset’ is not only a stunning expression of Bespoke craftsmanship, but also a reflection of the unique bond between Rolls-Royce and our clients in Doha. We are proud to see such a bold and emotive creation inspired by our home city, brought to life through our close collaboration with the Private Office in Dubai.”

The motor car was commissioned by a longstanding Qatari client through Private Office Dubai, located in the neighbouring United Arab Emirates. Available by invitation only, Rolls-Royce’s Private Office service gives clients the opportunity to develop the most detailed and complex Bespoke commissions in partnership with a Bespoke designer and dedicated experience manager permanently based in the region in private, relaxed surroundings.

Opened in 2022, Private Office Dubai was the first creative outpost outside the Home of Rolls-Royce at Goodwood. It is now part of the global network that extends to other major luxury hubs including Shanghai, New York City and Seoul.

Private Office Dubai serves clients throughout the Middle East and Africa. The decision to begin building the international network here reflects the region’s status as Rolls-Royce’s leading market for Bespoke commissions by average value. Clients from the Middle East consistently request some of the marque’s most technically challenging, creatively ambitious, and highly individualised commissions.