NORTH America is fast becoming a magnet for the Grenadier. In just one year, and with just 18 sales points, INEOS has sold more than 8,000 of its no-nonsense 4x4s. “We have barely scratched the surface,” said Lynn Calder, CEO of INEOS Automotive. The company hopes to capitalise on the demand in the US this year – despite US President Donald Trump’s import tariff increases.
To ensure that happens, it intends to shield its US customers from most of the tariff impact and has announced a price guarantee.
“We want to provide our US customers with clarity in a world of change and uncertainty,” she said. Meanwhile, George Ratcliffe, as President of the Americas, has moved to the US to lead the growing business.
“It’s had an incredible reception in North America,” he said. “Even before it was on sale in the US, the orders we received dwarfed that of our next four biggest markets put together.”
In January, INEOS’ second model, the Quartermaster, started rolling off the production line in Hambach, France, for customers in the US and Canada. Gregor Hembrough, who has more than 30 years’ experience of international sales, marketing and product development, has been hired to significantly strengthen the leadership team in North America.
“To join a company that’s truly unique in the automotive sector is a very special opportunity,” he said.
“What INEOS has already achieved with the Grenadier in this region is impressive.”
Just days after he was appointed Executive Vice President of Americas region, the INEOS Trialmaster and the INEOS Quartermaster both picked up off-roading awards at the Texas Truck Rodeo.
“The two INEOS Grenadiers were the talk of the Rodeo,” said Cory Fourniquet, President, Texas Auto Writers Association.
Meanwhile, worldwide sales for this year are looking good with the Grenadier now on sale in 50 countries, including Mexico and China.
“In a market bursting with new homegrown EVs and driverless vehicles, we’re introducing something very different, very eye-catching, counter to the prevailing trend in China,” said Lynn.
She believes 2025 will be the company’s best year yet.
“We are hoping to build on the more than 40% growth year-on-year we achieved in 2024,” she said.
The Grenadier’s success last year came despite production of the Grenadier and the Quartermaster having to be halted in September when the vehicle’s seat supplier went out of business.
“Thankfully this problem is now in the rear view mirror,” said Lynn. “Automotive supply chains are extremely complex, but we were not willing to compromise on quality, so we are satisfied that we have found the best possible outcome.”
INEOS tariff statement
INEOS has accused European leaders of failing to negotiate a better tariff solution with the US, which had warned of the consequences of non-engagement.
“This is what happens when politicians sit on their hands,” said Lynn Calder, CEO of INEOS Automotive. “As a growing EU-based automobile brand, we are vulnerable to tariffs, and we need our politicians to support our business, our jobs and our economies. We need urgent and direct political intervention on tariffs.”
8,000+
8,000+ Grenadiers sold in North America in just one year with only 18 sales points
Awards
Trialmaster and the Quartermaster both picked up off-roading awards at the Texas Truck Rodeo