Marketing campaign kicks off for Ineos Automotive's Grenadier

A multi-channel marketing campaign for the Ineos Grenadier is hoped to drive more customers into Ineos showrooms.

The campaign, promoting the award-winning Grenadier 4x4 under the strapline 'Built For More' across TV, print, outdoor media and on-demand streaming, has just started in the UK and will then extend into Germany, North America and Australia.

In the UK the Ineos Automotive retailer network of more than 20 showrooms includes AM100 dealer groups such as Cambria Automobiles, CEM Day, Jardine Motors, Haliwell Jones. 

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The campaign, conceived by Wonderhood Studios, is designed to reach 400 million adventure-oriented adults by including placements focussed on this year’s high-profile sporting events including UEFA Euro 2024 fixtures, the Summer Olympic Games in Paris and Formula 1 Grand Prix events.

Lynn Calder (pictured), chief executive of Ineos Automotive, said: “Built for More is a call to drivers to get off their sofa, break free from the confines of digital devices and embrace what the outdoor world has to offer.

"The Grenadier is a go-anywhere 4X4, engineered to world-class standards and literally built for more of what the world has to offer.”

Following the end of the farmer-friendly Land Rover Defender off-roader in 2016, which led to Land Rover launching a more premium-positioned new Defender, Ineos founder Sir Jim Ratcliffe saw a gap in the market for a hard-working 4x4 with best-in-class off-road capability, and Ineos began production of the Grenadier in autumn 2022.

Since launch, the Grenadier has been joined by the Quartermaster, a double-cab pick-up variant.

Then in February 2024 Ineos revealed a third model, the Ineos Fusilier (pictured below with Ineos founder Sir Jim Ratcliffe) which will be offered with either a pure electric powertrain or a range-extender powertrain which uses a small, low emission petrol engine to charge the electric battery when the vehicle cannot be plugged in. It should go into production in 2025.

“The Grenadier has already been embraced by off-road adventurers and enthusiasts, so we are excited to now introduce our 4X4 to a wider global audience," Calder added.

"We are the first European OEM to launch at scale this century, so we took our time to ensure production, build quality and a global aftersales network was in place before we took this step. Like the Grenadier, we’re ready to take on the world.”

Ineos Automotive is a subsidiary of Ineos, a major manufacturer of petrochemicals, speciality chemicals and oil products which employs 26,000 people across 36 businesses.