It’s tempting to make comparisons with the original Land Rover Defender when it comes to the Ineos Grenadier.
The Defender was clearly the – how shall I put it? – inspiration for this new car, as Land Rover sued Ineos for its form. But at the end of the day, no business is the one that the other needs to worry about the most.
The Grenadier’s first impressions are positive, but what else is in the same market as this seemingly exceptionally robust newcomer?
The new Defender? In terms of off-road prowess and towing capability, the two will compete. But I am not convinced that they are natural rivals. The Jeep Wrangler retains a separate chassis and solid axles like the Grenadier, but it feels more than an RV, a fun 4×4 wagon – even the roof comes off. The Mercedes-Benz G-Class, meanwhile, is cor-blimey expensive next to what we think the Grenadier will cost.
The Ineos is not meant to be like these cars. “A workaholic who won’t let you down” and “good equipment” are just two of Ineos’ slogans. So if you are looking for vehicles that are supposed to have very durable foundations and are ready to go to work in appalling conditions as the Grenadier claims, you will turn to double cab pickup trucks.
And this is where you’ll find the reason Land Rover strayed from that market in the first place. There are big companies that make millions of brilliant trucks with very tight margins; they can be bought anywhere, last a lifetime, and can be repaired anywhere.
Around the world, there are a myriad of them that can go anywhere, tow with flying colors, haul a ton in the back, and most importantly, get their drivers home in comfort at the end of the day. And they’re backed by the most enduring names in the industry: Ford, Toyota, Volkswagen and more.
Ineos only wants a small slice of the pie. But it has the thickest and hardest crust to break through.
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This notice was published: 2021-06-16 08:01:23