Ineos Grenadier Press Release!
- Provocative ad campaign ‘Us vs. Them’ highlights distinctive personality of Grenadier
- INEOS Automotive shows its humorous side with ‘Lets Take This Outside’ billboard ad
- “Good luck to the others; they’re cool cars. But we’re tired of the comparisons. To be clear, this is all about saying we’re different.” – Lynn Calder, CEO INEOS Automotive
London, 7 April 2025 – INEOS Automotive has launched a bold advertising campaign to clearly differentiate the Grenadier 4X4 from the regular school-run SUVs and soft-roading crossovers.
While respecting various rival manufacturers for their success in those segments, the Grenadier was engineered to follow a different trail.
The lead advert being activated in social media and on out-of-home billboards depicts the Grenadier, with muddy scars and splashes from off-roading, pitted against another brand’s clean and tidy model. A cheeky provocative caption is intended to raise a smile.
The campaign follows a series of unsuccessful legal challenges around the world that were intended to disrupt the development and sales of the Grenadier and hinder the growth of the start-up British brand. After years of unnecessary distraction, INEOS Automotive is drawing a line in the sand.
“WE’VE HELD OUR TONGUES WHILE WINNING THE COURT CASES OVER AND OVER AGAIN, AND WE FEEL IT’S NOW TIME TO SET THE RECORD STRAIGHT: WE’RE NOT THEM AND WE’RE NOT TRYING TO BE THEM. GOOD LUCK TO THE OTHERS: THEY’RE COOL CARS. BUT WE’RE TIRED OF THE COMPARISONS. TO BE CLEAR, THIS IS ALL ABOUT SAYING WE’RE DIFFERENT.”
LYNN CALDER – CEO INEOS AUTOMOTIVE
The ‘Us vs. Them’ digital advert is the first in a series of campaign activations over the coming months.
