Tragic Sabir Tayub, 48, was killed when his grey coupe careered off the eastbound carriageway of the M45 and hit a tree near Rugby, Warks., last Tuesday (15/11).
The businessman, managing director of Nottingham-based storage giant Sert UK, was pronounced dead at the scene of the crash at about 1.30pm.
Mr Tayub’s father Rashid, 66, founded Crown Crest food distribution, which owns Poundstretcher.
Rashid runs the business with his brother, Mr Tayub’s uncle, Aziz Tayub.
The family are estimated to have a personal fortune of around £250million.
Uday Dholakia, a former chairman of Leicestershire Asian Business Association, said: “It’s deeply saddening for the family.
“I met Sabir in passing but I know his father Rashid, who encouraged his family to be successful but also very modest.”
An inquest into the death was opened on Friday (18/11) and adjourned for Warwickshire Police to carry out further investigations.
Officers investigating the incident on the M45 would like to hear from anyone who witnessed the crash or saw the car before the collision occurred.
Anyone with information is asked to call Warwickshire Police on 101 quoting incident 187 of November 15.