Ineos Automotive's marketing boss departs for Lucid

Less than two months after Ineos Automotive launched its first major advertising effort, the young brand's global head of marketing has departed the automaker.

Matt Dunnakey left Ineos at the end of July to become marketing director at Lucid Motors Europe, according to a post from his LinkedIn page on Aug. 9.

Dunnakey joined Ineos in 2022 and had previously worked at various automakers including Hyundai and JLR.

Ineos, in a statement to Automotive News, said Russell Minahan has been appointed to lead global marketing for the brand. Minahan spent the last year overseeing global public relations for Ineos.

"Matt Dunnakey departs the team after two years which saw the launch of our first advertising campaign, Built for More, and we wish him all the best in his next role," an Ineos spokesperson said in the statement. "Sarah Pelling, who returns to the business from maternity leave, will lead global public relations moving forwards."

Dunnakey's departure follows that of Greg Clark, the top executive for Ineos' Americas region, who left the automaker at the end of July. The brand continues to fulfill initial Grenadier SUV preorders while also trying to identify the next wave of customers. Ineos is set to begin deliveries of its second model, the Grenadier Quartermaster pickup, in the U.S. by year end.

Ineos launched the "Built For More" campaign in the United Kingdom first, on June 17, followed by Germany and the United States that month.

The campaign was largely centered around popular sporting events to introduce Ineos and the Grenadier to a wider audience.

"We don't hide the fact that a lot of people haven't heard of us," Dunnakey told Automotive News when the campaign launched. "That is a challenge. The more people have heard of us, the more people potentially we want to convert, we want to sell more cars. It's as simple as that. It's a commercial reality."