It began in a London bar with Sir Jim Ratcliffe, a British multi-hyphenate, and a group of friends. He had an idea for an ‘uncompromising 4×4’ that hearkened to days long past and a less complicated age. The result is the INEOS Grenadier.
Ratcliffe had grown tired of overly complicated and technical off-roaders. A consummate outdoor enthusiast, he didn’t want a vehicle that functioned like an iPad on wheels. He wanted something exhilarating and reminiscent of the machines of his youth. He scribbled the idea on a bar napkin and jokingly tested the idea on his bar mates. It’s no surprise that the dream had already taken hold. His mind had begun to work out how to put his money where his dream was.
An Idea Takes Root
A billionaire scientist with a penchant for the extraordinary, Ratcliffe needed know — not just wish. He gathered some of the best in automotive to find out. During a six-month viability study, the excitement continued build and the team discovered there was a hole in the market.
This is an amazing project for everyone involved. Our job is to create the world’s best 4×4 and we’re already moving forward with our plans.” Lynn Calder, CEO of INEOS Automotive
A quantifiable hole actually, the study showed that buyers were craving something wonderful. They wanted a vehicle that beautifully crafted, a touch analog, with less bells and whistles and immensely capable. They wanted something real.
A New Champion Arrives
After establishing the need, Ratcliffe and team set out to hold fast to the vision. The vision was to create a reliable vehicle. It also needed to blend the precise, performance-driven excellence of German engineering with the steadfast vibrancy of British design. The result is the remarkable and striking INEOS Grenadier that has been quietly stacking up accolades around the globe.
Polished Looks and Surprising Capability
Upon first glance, I saw hints of its competitors. Champions in their respective classes, the glam G-Wagon, sleek Defender, and rugged Wrangler all came to mind. Between size, shape, ground clearance, and accessory adaptability, it was clear that INEOS compiled a stellar team to create a true contender. The design direction was modern, but less tech-heavy than I expected.
Look inside. It was a pleasant surprise to find that there are real knobs and manual controls. There are also classic comfort settings and features. You can turn them on and off with the push of a button. They are dressed in fine finishing and neat stitching. It feels luxurious and modern with a nostalgic touch.
Choose Your Fighter
The Grenadier was built to be a driver’s resourceful delight. It came to North America as a big body SUV that seated five and was dubbed the Station Wagon. Well-received and coveted by outdoor enthusiasts and posh overlanders alike, INEOS saw a path to expand the line.
It now includes a light pickup named the Quartermaster and a decadent limited-edition SUV that celebrates 100 years of the iconic British brand Belstaff.
Leaning into the Buzz
I saw firsthand the buzz around the brand. It’s still new here in America, and Aspen was alight with the community that is being built. The dopamine-laced conversation and pure pleasure being experienced were kinetic and contagious. There is this willing curiosity around a brand that wants to move forward by leaning back into the tradition and heritage of safari, outdoor conquest, and the thrill of human innovation.
In a world that feels uncertain and at odds, it is timely, enticing, and not to be missed. If harnessed well, it can carry INEOS into the next age of 4×4 manufacturing. It can also transition the brand from beautifully capable upstart to go-to contender.
To learn more about the brand and to schedule your test drive, visit here.
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