Solved!
I took the bottom panel off the dash to have a look at the column. It is held to the body with 4 size 6 hex bolts. It was immediately obvious that it was not bolted up straight..
The two bolts nearest the wheel have huge adjustment due to oval holes in the column.
I slackened the bolts, got the column dead straight and torqued them up again.
There were absolutely no signs of it being dusturbed before so I'm guessing it was misaligned in the factory(likely?) or somebody worked on it before and didn't bother lining it up afterwards.