• New Cars
    • First Impressions
    • Road Tests
  • Classics
    • Classic Profiles
    • Classic Driving Impressions
    • Classics Information
    • Events and Days Out
  • Motoring For Fun
  • News & Views
  • Bookshelf
  • Technical
    • Grumpy Old Mechanic
    • Kim’s Tips
  • Features
    • Visits
    • Track Days
  • Contributors
    • About our contributors
    • Kim Henson
    • Chris Adamson
    • Kieron Fennelly
    • Ant Henson
    • Rachel Henson
    • David Miles
    • Gerald Morgan
    • Dave Moss
    • Dave Randle
    • Robin Roberts
    • Tom Scanlan
    • Glen Smale
    • Jeremy Walton
    • Keith Ward
    • John Price Williams
  • More…
    • About Wheels Alive
    • Tips for using this website
    • Useful Links

Wheels Alive

Old cars, new cars, borrowed cars & blue cars. If it steers it's here!

Old cars, new cars, borrowed cars & blue cars. If it steers it's here!

Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.

To find out more, including how to control cookies, see here: Cookie Policy

INEOS Automotive says ‘Let’s put the record straight’ with a bold new ad campaign

9th April 2025

They tell us:

(Photograph and all words from INEOS Automotive),

  • Provocative ad campaign ‘Us vs. Them’ highlights distinctive personality of Grenadier
  • INEOS Automotive shows its humourous 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 at 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,” said Lynn Calder, CEO at INEOS Automotive. “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.”

The ‘Us vs. Them’ digital advert is the first in a series of campaign activations over the coming months.

ABOUT INEOS AUTOMOTIVE 

In 2017, INEOS Chairman Jim Ratcliffe, a car enthusiast and experienced adventurer, identified a gap in the market for an uncompromising 4X4 engineered for modern day compliance and reliability. INEOS Automotive Limited was formed and a senior team of automotive professionals assembled to bring the vision to reality with a fresh perspective of 4X4 development and manufacturing. 

In 2022 the INEOS Grenadier was launched: a truly global 4X4 built from the ground up that combines rugged British spirit and design with German engineering rigour. The Grenadier provides best-in-class off-road capability, durability, and reliability with the modern comfort and refinement customers expect wherever they are in the world. In 2023 a double-cab pick-up variant of the Grenadier was launched called the Quartermaster. 

INEOS Automotive is a subsidiary of INEOS (www.ineos.com), a leading manufacturer of petrochemicals, speciality chemicals and oil products. It employs 26,000 people across 36 businesses, with a production network spanning 194 sites in 29 countries. From paints to plastics, textiles to technology, medicines to mobile phones, materials manufactured by INEOS enhance almost every aspect of modern life. In 2021, INEOS had sales of $65bn. To find out more about INEOS Automotive, visit www.ineosgrenadier.com

Save Post as PDF

Categories: News & Views Tags: INEOS Automotive

Tip: For improved search accuracy, enclose search terms for multiple words in quotation marks. For example:
"Land Rover".

Advertise with us

Recent Posts

Klassikstadt – a motoring mecca in Frankfurt, well worth a visit if you are in Germany

Government’s Road Safety Strategy soon to arrive… meanwhile here’s a close look at Cambridgeshire’s most dangerous roads

Introduction to the Wheels-Alive analysis of results from the DVLA/DfT ‘call for evidence’ on classic, kit built and radically altered vehicles, and those converted to electric power.

British Motor Museum shortlised for a Green Spark Award

Enjoy sounds, science and sustainability at The British Motor Museum this half-term, October 2025

Motor Ombudsman study finds that AI would steer nearly one in five drivers when choosing their next car

Toyota’s fascinating history – notably concentrating on the enduringly popular Corona model, which arrived in Britain exactly 60 years ago, on 1st October 1965

Kia Sportage MY26 – First Impressions

Contributors

contributors

Our well-respected contributors live and breathe motor cars; aren’t we lucky?

Contributors to the site include talented, highly-respected people (so they tell me) on the hallowed membership list of the Guild of Motoring Writers, and from the similarly well thought-of Western Group of Motoring Writers. In addition there are valued contributions from other knowledgeable and capable motoring writers who have something useful to say about all aspects of driving and running vehicles in the 21st Century. All of our team are passionate about motor cars!


Read about our contributors  ››

Tags

MPV Seven seater SUV EV SUV large SUV National Motor Museum saloon hatchback The Motor Ombudsman Tyres PHEV all-electric City car crossover five door hatchback plug-in hybrid Coupé luxury SUV Electric Compact SUV Suzuki 4x4 estate road test Beaulieu Kia Hybrid First Impressions Estate car British Motor Museum

All Tags ››

Like us on Facebook

Like us on Facebook

Wheels Alive Social

  • E-mail
  • Facebook
  • RSS
  • Twitter

Please share our website

Contact us

We welcome your questions, comments and feedback. Please click here to contact us.

Advertising Opportunities

Please contact us if you would like to discuss advertising opportunities on Wheels Alive.

Copyright © 2025 Kim Henson, Wheels Alive