Ineos Plans North American Dealer Network Ahead of Grenadier Launch

Chris Teague
by Chris Teague

If you had questions about how upstart automaker Ineos would sell its vehicles in the U.S., the company finally has some answers. The British chemical company turned automaker plans to release the Grenadier here sometime in 2023, and it plans to sell them through a dealer network with at least 35 stores in North America. 


According to Automotive News, Ineos already has 12 employees in the United States and will at least double that number by January 2023. The automaker has gathered 5,000 reservations in the U.S. and told the publication that its first hires have been in customer experience and marketing to help convert the reservations to paid sales.


Ineos used BMW drivetrain components but says that its connection with the German automaker doesn’t guarantee that we’ll see the SUVs on dealers’ lots. Ineos told Automotive News that it’s looking more at fit and enthusiasm over convenience.


The Grenadier takes a familiar but old-school approach to building off-roaders. Though it will eventually release a smaller electric model, Ineos’ initial offering will feature a turbocharged BMW straight-six, an eight-speed automatic, and a utilitarian interior. Think Land Rover Defender if it hadn’t become so deluxe in its most recent iteration. 


When it lands next year, the Grenadier will have tough competition from serious legacy automakers. Ford just released the Bronco Raptor, and there’s always the Jeep Wrangler waiting to snipe prospective off-road buyers. Perhaps the Grenadier’s biggest problem, however, is that the Land Rover Defender exists. With an estimated starting price of around $62,000, the Ineos aligns closely with the Defender’s $53,500 cost of entry.


[Image: Ineos]

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Chris Teague
Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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3 of 13 comments
  • F. Jason Garriott F. Jason Garriott on Sep 09, 2022

    They're trying to poach some G-wagen buyers. Way similar look.

  • CoastieLenn CoastieLenn on Sep 12, 2022

    So let me get this straight- a brand new, untested and unknown manufacturer of an agricultural SUV with a BMW driveline, aerodynamics of a barn door, and self described "utilitarian interior" will produce an asking price of $62,000? I'm sorry, but WTF? I expect they sell literally 10's of these.

    • DenverMike DenverMike on Sep 12, 2022

      Stranger junk has happened. Remember the Stutz? All it would take is some Kardashian driving one on Tik Tok hitting a Starbucks on Rodeo or In-N-out even.


  • Bd2 Probably too late to do anything about it for the launch, but Kia should plan on doing an extensive refresh of the front fascia (the earlier, the better) as the design looks really ungainly.
  • Namesakeone Since I include SUVs and minivans as trucks, I really cannot think of a brand that is truly truckless. MG maybe?
  • Sobhuza Trooper Subaru, they were almost there with the BRAT. --On a lighter note, where the hell is my Cooper Works Mini truck?
  • Mike Evs do suck, though. I mean, they really do.
  • Steve Biro I don’t care what brand but it needs to be a compact two-door with an ICE, traditional parallel hybrid or both. A manual transmission option would be nice but I don’t expect it - especially with a hybrid. Don’t show me an EV.
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