Americas The Grenadiers roots vs current branding?

[[ Adam ]]

I've been an owner since the first US deliveries in December 2023, and like many in the early community, I was drawn to the Grenadier because of the original vision Sir Jim laid out—a no-nonsense, utilitarian off-roader built for people who need a vehicle to do work, not just make a statement. We admired that you weren’t trying to compete with the G-Wagen or Range Rover in leather and screens, but with the Defender of old in function and reliability.

That’s why I’m struggling with the recent pivot in dealer messaging and marketing—the footballers, the lifestyle imagery, the luxury angles. It’s not that the Grenadier can’t look good in a driveway, but how does Ineos Automotive plan to reconcile that brand messaging with what the Grenadier actually is: a purpose-built, work-first tool with manual seats, a plastic floor and drain plugs? How do you maintain credibility with your core base—ranchers, explorers, mechanics, overlanders—while courting a luxury audience that might expect rear-view cameras, lane assist and auto cruise control over solid axles and hose-out floors?

 

[Logsplitter]

I've been an owner since the first US deliveries in December 2023, and like many in the early community, I was drawn to the Grenadier because of the original vision Sir Jim laid out—a no-nonsense, utilitarian off-roader built for people who need a vehicle to do work, not just make a statement. We admired that you weren’t trying to compete with the G-Wagen or Range Rover in leather and screens, but with the Defender of old in function and reliability.

That’s why I’m struggling with the recent pivot in dealer messaging and marketing—the footballers, the lifestyle imagery, the luxury angles. It’s not that the Grenadier can’t look good in a driveway, but how does Ineos Automotive plan to reconcile that brand messaging with what the Grenadier actually is: a purpose-built, work-first tool with manual seats, a plastic floor and drain plugs? How do you maintain credibility with your core base—ranchers, explorers, mechanics, overlanders—while courting a luxury audience that might expect rear-view cameras, lane assist and auto cruise control over solid axles and hose-out floors?

They are not selling enough to the “core base” I guess so have to try and appeal to a broader audience. Classic Landrover Defenders were similar in later years being unaffordable to many who would use them. When they come on the second hand market after the footballers and lifestyle type buyers have sold after a couple of years then the real enthusiasts can purchase and use as Ineos originally intended.
Part of the problem is the real enthusiasts won’t be trading in their Grenadiers every two or three years. I certainly won’t buy another for a few years unless it suffers some catastrophic failure or damage.

 

[Dokatd]

Consider that there may be a discrepancy between what you want the Grenadier to be and what it really is. Rovers are still touted as off-road vehicles. Rivians are sold as off-road no nonsense adventure vehicles etc. Ineos is not John Deere nor is it even Mercedes Truck. Consider that Ineos is just another car manufacturer like any other. And the Grenadier is nothing special outside of a visual statement.

 

[globalgregors]

I've been an owner since the first US deliveries in December 2023, and like many in the early community, I was drawn to the Grenadier because of the original vision Sir Jim laid out—a no-nonsense, utilitarian off-roader built for people who need a vehicle to do work, not just make a statement. We admired that you weren’t trying to compete with the G-Wagen or Range Rover in leather and screens, but with the Defender of old in function and reliability.

That’s why I’m struggling with the recent pivot in dealer messaging and marketing—the footballers, the lifestyle imagery, the luxury angles. It’s not that the Grenadier can’t look good in a driveway, but how does Ineos Automotive plan to reconcile that brand messaging with what the Grenadier actually is: a purpose-built, work-first tool with manual seats, a plastic floor and drain plugs? How do you maintain credibility with your core base—ranchers, explorers, mechanics, overlanders—while courting a luxury audience that might expect rear-view cameras, lane assist and auto cruise control over solid axles and hose-out floors?

This is in the “¡Quiero los dos!” category for me. I’m looking forward to seeing more urban interpretations of the platform.

Sir Jim clearly is in that world though (footballers, lives in Monaco etc) so it’s surely somewhat inevitable.

 

[GrenADV]

I'm also one of the first in the US to take delivery in Dec 2023 and had been a follower since I first heard about the concept of this in 2017-2018 timeframe (I can't actually recall what year I learned about it - but I think I first saw it on a google suggested ad to register interest in the concept). I'm a total fan of the original intent and marketing campaign, as Adam mentions, but I have to imagine the shift is due to a few things:

1.) For me, I bought the Grenadier with the intent to do more overlanding and explore unpaved backroads, but as always, life takes over and the reality is that I've probably done less than 5% of my driving off-road (my grenadier is a daily driver). Even in this backwoods state of WV where I currently live, it's been a challenge to find unpaved public roads, if/when I have the time to explore. And even when I do find an unpaved road - it's often hours of driving on pavement to get there for only a few short miles of unpaved sections.
1a.) ~35% of the roads in the US are considered "unpaved" according to the FHWA. Obviously, this number will be skewed high or low depending on where you are located - my guess is with the rural western US likely having the lions share of unpaved, and the NE and mid-Atlantic probably having fewer and much more sporadically located unpaved roads.
2.) the price point of the grenadier puts it squarely into the luxury or premium range of vehicles - or - at a minimum places it in competition with other similarly priced vehicles that have many more luxury options (lush interiors with lots of digital screenage, heated steering wheels, selectable driving modes that lets the car practically drive itself) which we all know Americans love. I find my friends and family will often call me out by saying "...and you paid how much for this thing and it doesn't come with that!?" and they could really care less about the fact that it has solid front and rear axles and locking differentials.

I don't like it, but Ineos' suits understand that the original intent was a niche, passion project which isn't ever going to be as profitable nor sustainable for business as the more flashy premium lifestyle plots. I suspect much higher pricing and luxury "refinements" are forthcoming in future models. I mean I heard Joe Rogan spoke about the grenadier during one of his podcast episodes and Lynne reposted it - I could give two shits what that guy thinks about anything, let alone his thoughts on the grenadier. But it shows that marketing is marketing and for-profit business will market to whatever is deemed popular.