Willem’s appointment from one of the FIA Member Clubs is representative of the focus of putting Member empowerment at the heart of the Federation under the leadership of FIA President Mohammed Ben Sulayem.

During his time at the AASA, Willem streamlined the Association into one comparable with its international counterparts and revolutionised the business by delivering the highest returns in the Association’s history. 

Under the FIA management structure, Willem will report to FIA General Manager Alberto Villarreal. He will coordinate all relevant activities with the FIA Mobility Regions and oversee the relationship between the FIA and its Mobility Member Clubs. He will be based in the FIA’s Paris offices.

FIA Deputy President for Automobile Mobility and Tourism Tim Shearman said: "Willem’s experience will be a huge benefit to our Federation. His appointment exemplifies our Club-focussed mentality. I look forward to working with him to implement our ambitious strategy to make mobility safe, affordable, sustainable and accessible for all.”

Willem Groenewald said: “I am delighted to join the FIA community with a leadership approach that will foster lasting growth environments and add value to our Members. I am proud to take up the office of Secretary General for Automobile Mobility. It is a position with great potential and purpose. I look forward to enhancing and improving global mobility, road safety and sustainability in close partnership with our global Member Clubs.”

Willem replaces Jacob Bangsgaard who left the FIA last month to pursue other interests. Commenting on Jacob’s time with the FIA, Tim Shearman said: "Jacob made an invaluable contribution during a time of transition for the organisation. We wish him well with the next chapter."

Willem Groenewald biography

Willem has been the CEO of the Automobile Association of South Africa since 2019. Prior to that he held C-Suite positions in listed platforms on the Johannesburg Stock Exchange (JSE) where he forged his expertise and skills as a business optimisation specialist in the fields of finance, accounting and governance.

Before joining the AASA Willem worked for several large, listed companies in South Africa as, among others, the CEO of Times Media Entertainment, the CFO of the Hirt and Carter Group, the COO of AVUSA Supply Chain, as well as the owner and founder of Previse Business Solutions Pty (Ltd).

Willem believes that at the heart of the success of an organisation is its resources and people, assets that he relies on to build sustainable environments into the future.