In a landscape cluttered with vehicles that often blend into a sea of sameness, INEOS Automotive is making a statement. On 7 April 2025, the company officially launched its provocative advertising campaign titled ‘Us vs. Them’, aimed at shedding light on the unique personality of the Grenadier 4X4. This is not just another vehicle; the Grenadier is built for those who relish adventure, want to explore the rugged outdoors, and seek more than a commuter car.
The Grenadier is tougher and engineered for a different breed of driver—those who appreciate genuine off-roading capabilities versus the usual school-run SUVs and soft-roading crossovers cluttering our roads. Lynn Calder, CEO of INEOS Automotive, articulated the brand’s stance succinctly: “Good luck to the others: they’re cool cars. But we’re tired of the comparisons. To be clear, this is all about saying we’re different.”
With a striking billboard ad featuring the Grenadier sporting muddy scars and splashes from rigorous off-roading, juxtaposed against a pristine, clean competitor, this campaign isn’t just pulling punches; it’s inviting viewers to boldly embrace the grit and thrill of true exploration.
While INEOS respects the successes of rival manufacturers, there’s a clear message emerging from their marketing strategy: the Grenadier hauls not just a different product, but a different philosophy. The cheeky tagline ‘Let’s Take This Outside’ adds a distinctively humorous flair, creating an engaging dialogue with the audience. It’s a lighthearted invitation to venture out from the ordinary and embrace the thrilling challenge of the great outdoors—a call to action for those who see their vehicles as partners in exploration, rather than mere possessions.
This campaign comes on the heels of a challenging journey for INEOS Automotive, which has faced a wave of legal challenges meant to disrupt its path. Lynn Calder referenced these obstacles when stating, “We’ve held our tongues while winning the court cases over and over again, and we feel it’s now time to set the record straight: we’re not them and we’re not trying to be them.” With each court victory now in the rear-view mirror, it’s full steam ahead for the Grenadier and its brand identity—one that celebrates authentic off-roading experiences.
The ‘Us vs. Them’ campaign marks the first of several activations poised to unfold in the coming months. It represents a steadfast commitment to promoting the Grenadier’s unique qualities and ensuring that potential customers understand precisely what sets this vehicle apart.
So, whether you’re a seasoned overlander, a weekend camper, or an avid photographer hunting for the perfect shot of untouched nature, the Grenadier is here to cater to your adventurous spirit. INEOS Automotive is setting out to redefine expectations for 4X4 vehicles, and the world is watching.
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