Ineos Automotive have released their new ‘Grenadier Origins’ campaign, spearheaded by a short film: Born in a Pub, Built for More.
The short film is set in the Grenadier Pub in London, where the idea for the vehicle first came to life and shares its name with.
The video tells the story of how the award-winning 4×4 came to be through the dry British wit of a matriarchal landlady, all while the vehicle is built from scratch in the bar.
The vehicle is the brainchild of Sir Jim Ratcliffe, one of Britain’s most successful businessmen and lifelong adventurer and 4×4 enthusiast.
About 10 years ago, he noted a gap in the market for a tough, hard-working off-roader with modern comfort and refinement and stared his own car company to make it.
Lynn Calder, CEO at Ineos Automotive said: “The Grenadier is an epic vehicle with a unique story behind it.
“We’ve learnt over the past few years that when customers hear our story, they really get the Grenadier and why it’s designed and engineered the way it is.”
Since beginning production in 2023, more than 35,000 customers in over 50 countries are tackling adventures, work and daily life with their Grenadiers, according to the manufacturers.
Supporting search and rescue
Last week, the Kerry Mountain Rescue Team (KMRT) was supplied a new specialist rescue vehicle based on the INEOS Grenadier 4×4 platform.
The vehicle supplied by Orangeworks Automotive is the INEOS Grenadier Medic, developed specially to support search and rescue operations across some of Ireland’s most challenging terrain.
It was provided as part of its long-term charity partnership with KMRT.
The initiative comes as part of an initiative to develop specialist off-road patient transport vehicles capable of bridging the gap between remote terrain, adverse weather conditions, and road-based ambulance services.
