INEOS Grenadier - Brand & CRM

The brainchild of Britain’s richest man, Jim Ratcliffe, the Grenadier was created to be a no-nonsense off-roading SUV that could handle anything. No complicated electronics. No wasted space. No TV screens, no flashy lighting, or chrome plated grills.

To reflect this stripped-back engineering approach, we adopted a punchy, even brusque, Tone of Voice that could cut through to their time-poor, but enthusiastic, audience.

Hitting the road running

While Grenadier were still testing and developing the vehicle, they briefed us to maintain and engage their prospect base—a community of off-roaders, adventurers, and drivers that shared their vision for the perfect 4X4.

Through content series, insider newsletters, and exclusive events, we kept this community hot—and persuaded them to reserve the first-off-the-line Grenadiers.

Expanding a brand

As the Grenadier went from prototype to production, we applied this same straight-forward messaging across their sales materials and launch comms.

With personalized onboarding materials—we showcased the Grenadier as the perfect balance of workhorse and luxury SUV, guiding prospects through purchase and beyond.