So I happened to be going past the dealer when the grinding was happening on Wednesday. Turns out the wheel arch lining was badly fitted at the factory
New one ordered and fitted on Friday, got home, found that there was a scratch on my pristine alloy. Straight back, and I hadn't got in the showroom before the service managed was asking what was wrong. They're repairing in a few weeks when their alloy bloke has a slot...I hope he's good!