The Grenadier 2B prototype began its tour with Australian reservation holders this month, promising a “no-nonsense 4x4 vehicle for the world”.
Justin Hocevar, head of APAC at INEOS Automotive, told AdNews the launch “is quite different from a traditional auto approach because we are all new”.
The Australian roadshow, which began in Victoria, will continue going into 2022. INEOS will also use 4x4 shows, caravan and camping shows and will run its own events to reach an audience of people who prefer 4x4s over SUVs.
The heavy-duty Grenadier Is seen by some as a replacement to Land Rover’s superseded and iconic Defender.
When the exterior design was revealed on July 1 last year, INEOS chairman Sir Jim Ratcliffe said “the Grenadier project started by identifying a gap in the market, abandoned by a number of manufacturers, for a utilitarian off-road vehicle”.
Hocevar says customers will have their say about the prototype - but won’t be getting behind the wheel - taken for a spin “with a professional driver”. This testing in plain sight is a plus.
“A lot of companies will conduct their development behind closed doors and away from customers, in order to protect the current vehicles they have on sale. INEOS Automotive is much more upfront with the status of their development,” says Hocevar.
This testing forms part of a global 1.8-million-kilometre program, with Australia providing some of the most demanding conditions on the planet.
Global public reservations opened for the Grenadier from October 14, and the first reservation holder globally is from Australia.
Deliveries of the Grenadier will begin in the second half of 2022, with prices in Australia expected to start from AU$84,500 (RRP) and in New Zealand from NZ$93,500 (RRP) for a two-seat commercial wagon.
Hovecar says there is a modest uplift for the five-seater passenger wagon - about $1000.
Unlike flashy 4WDs, Grenadier has four key customer focus areas: the work and leisure spectrum, big fleet (government), big industry and emergency services.
Hovecar says Grenadier is a “real work truck” for government departments such as forestry.
“Whilst it’s a vehicle that on the other end of the spectrum could serve as a family car it could equally be a utilitarian vehicle.”
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