Neighbourhood News Update:  INEOS Automotive Opens Sub-Saharan Africa Head Office On Cape Town Waterfront


  • Stunning location offers a unique off-road course running along the edge of the Atlantic Ocean in the shadow of Table Mountain.
  • SSA regional HQ is a full experience centre where current and future owners can test Grenadiers and attend training in all aspects of off-road driving.
  • Lynn Calder CEO INEOS Automotive said: “This is the ideal location for our SSA headquarters as it perfectly captures the brand’s spirit of adventure.”

INEOS Automotive has officially opened its Sub-Saharan Africa headquarters in the famous V&A Waterfront complex in Cape Town, South Africa.

A centrepiece of the recently renovated ‘Pier District’ of the V&A Waterfront, the INEOS Automotive site includes a flagship SMG dealership and 4×4 track along the seafront for customers to test drive the Grenadier, with the iconic Table Mountain as a backdrop. The surrounding development is served by helipads used mostly for helicopter tours of the peninsula, further adding to the dynamic experience for visitors.

“The INEOS Grenadier was built with African journeys in mind and right from the start we knew this brand wasn’t suited to an office park, especially not in South Africa. We were looking for something exceptional and we found it,” says Tim Abbott, Head of Region for INEOS Automotive Sub-Saharan Africa.

At the official opening INEOS Automotive CEO, Lynn Calder, Commercial Director, George Ratcliffe and Sub-Saharan Head of Region, Tim Abbott were joined by VIP guests that included Mr. Alan Winde, Premier of the Western Cape, Mr. Colin Leeman, British Consul General in Cape Town, and Mr. Mike Mabasa, CEO of National Association of Automobile Manufacturers of South Africa.

According to Premier Winde: “We welcome INEOS’s investment in our province, but also the rest of the country and wider region. It’s encouraging to see so many delegates from across SSA and shows the brand’s commitment to the region. I hear the Grenadier is purpose-built for African terrain, which is fantastic as we want to encourage locals and tourists alike to explore our beautiful country.”

Mr. Winde also expressed his appreciation for INEOS Automotive’s support for local conservation projects such as the Tracker Academy and Rhino Orphanage.

Lynn Calder, CEO INEOS Automotive, said: “This is the ideal location for our SSA headquarters as it perfectly captures the brand’s spirit of adventure. We want our customers to get the best possible experience with the Grenadier and this test track allows them to put the car through its paces with the same challenges as some of the harshest off-road conditions.”

Combining rugged British spirit and design with German engineering rigour, the INEOS Grenadier is a tough, go-anywhere off-road 4X4 with the modern comfort, refinement and quality standards expected by today’s drivers. Manufactured at INEOS Automotive’s manufacturing facility in Hambach, France, the Grenadier has now been joined in South Africa by the recently launched Quartermaster, a double-cab bakkie.

George Ratcliffe, INEOS Automotive Commercial Director, who has substantial experience in off-road travel across Africa, said: “INEOS Automotive was formed to deliver a truly capable vehicle that can be used daily but needs no modifications to cross difficult terrain in search of truly spectacular destinations. It’s built for modern explorers and this location perfectly captures that purpose.”The new INEOS Automotive SSA headquarters and flagship SMG sales and service partner is located at the Helistop on East Pier Road at the V&A Waterfront and is now open to the public. The V&A Waterfront is situated in the oldest working harbour in the southern hemisphere and is one of the most visited destinations in Africa. The 132-hectare complex features residential properties, art museums, fine dining, and retail districts. It welcomes millions of visitors from around the world each year.

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Contact details:

Astrid de la Rey

Regional PR: Ineos Automotive South Africa & Sub-Saharan Africa

+27 72 602 7700