Leadership Team

Toby Ecuyer is an internationally recognised product designer and heads the design team for the Grenadier. A trained architect, and former partner and Creative Director at RWD, Toby has designed, custom built and tailored super yachts for clients all over the world with fastidious attention to detail.

He has worked for many years with some of the world’s finest craftsmen, artists, designers and engineers, and brings a fresh approach to automotive design for the purpose-driven Grenadier. His team’s mission is to honour the clear brief set out for the Grenadier by delivering a design that is at once easy to read, honest and captures the timeless appeal of a utilitarian 4x4.

Toby became involved with the Grenadier project after several years of working with Jim Ratcliffe on marine based projects. Prior to joining INEOS Automotive in 2018, he has had key roles at EPR architects and Modus design group and the internationally admired Dick Young yacht architects. In 2004 he joined RWD Design which specialises in super yacht design and became its Creative Director in 2007. The experience of designing world-class yachts has allowed Toby to bring a unique perspective to the design process of the Grenadier which has resulted in a highly practical details packaged into a robust and purposeful 4x4 design.

Tim Abbott joined INEOS Automotive in July 2021 as Head of Operations for Africa and is responsible for establishing the company in South Africa and Sub-Saharan Africa, including all sales and marketing activities for the INEOS Grenadier. In 2024 he added the MENA region to his remit and in October 2024 took on the new role of Global Sales Director.

Tim (British) brings more than three decades of experience in senior automotive management, including almost seven years at BMW Group SA, firstly as Managing Director, before rising to CEO, BMW Group, South Africa and Sub Sahara. During this time, he also held the position of President, National Association of Automobile Manufacturers of South Africa.

Now known as NAAMSA The Automotive Business Council, the organisation advocates for common interest issues, policies, regulations and positions on behalf of the automobile industry in South Africa. Under Tim’s leadership, the council successfully lobbied the government to allow vehicle sales and crucial functions, such as servicing, to resume under the COVID pandemic Level 4 lockdown restrictions instead of Level 2, as was originally planned.

Before moving to South Africa, Tim worked his way up the ranks at BMW (UK) Limited to become Managing Director. Prior to this, he was Divisional Managing Director for both Mercedes Benz and Audi, within the United Auto Group, having previously owned five Audi dealerships in London. 

Tim’s in-depth knowledge of the Africa region, combined with his experience in the automotive sector and recent leadership of the Automotive Business Council makes him the perfect person to oversee the implementation and management of INEOS’s sales and aftersales network, which covers a broad and diverse range of market conditions. 

Justin Hocevar joined INEOS Automotive in February 2021 as the Head of Sales and Marketing for Australia, New Zealand and APAC. He is responsible for planning and leading the company’s entry into the region, and for all sales and marketing activities for the forthcoming INEOS Grenadier 4X4.
 
Justin, (Australian) has previously held senior automotive leadership positions in Australia at Jaguar Land Rover, Renault and MINI. During his seven years in a career-defining role as CEO / Managing Director at Renault Australia, he oversaw the highest performing period for Renault in the market, achieving 600% growth. This was driven by the renewal and expansion of the network, an increase in commercial vehicle growth and the introduction of initiatives to boost customer satisfaction.
 
Most recently as Sales Director for Jaguar Land Rover, Justin performed a key organisation leadership role, as a member of the board of directors and prominent contributor to the strategic and operational direction of both Jaguar and Land Rover brands in the Australian market.
 
Previously, Justin served BMW Group Australia for 12 years, first as National Sales Manager for BMW Motorrad and later National Manager of MINI. Justin’s experience and passion for developing and growing brands and sales operations will be invaluable to INEOS Automotive as it plans its entry into the ANZ and APAC region.
 
Justin, who is married with two children, also has an adventurous spirit and love of travel that makes him a perfect fit for the INEOS Grenadier. He has travelled extensively – mostly by motorcycle and 4x4, including an independent year-long overland journey on two wheels, that saw him travel all the way from England to Australia.

Christian joined INEOS Automotive in February 2025 as Regional Director Europe. He brings two decades of experience in the automotive business, including more than 10 years at JLR, being responsible for Customer Service and Network Development in the European Region covering 32 markets, before becoming Sales Director Germany.

Prior to this, Christian held the position of Managing Director DACH for Infiniti, after more than five years with Mazda Motor Europe. Christian’s experience and knowledge in network development, sales operations and fleet will be invaluable to INEOS Automotive in broadening its presence on the European Market.

Outside of work, Christian is a big traveller and enjoys visiting more adventurous locations across rural Africa and the Middle East – No all-inclusive pool-side Spanish sun here. Christian holds a master’s in both management and business administration from universities in his native Germany and the United States.