BEER, THERE AND EVERYWHERE
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The Grenadier pub Sir Jim Ratcliffe and some friends in the Grenadier pub in Belgravia mourn the demise of the old Land Rover Defender in 2016. The idea of doing something about it takes root and – showing the entrepreneurial zeal that’s made him one of the world’s richest men – Ratcliffe sets the wheels in motion for what will become Ineos Automotive, an entirely new part of the Ineos empire.
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BMW signs up Partnerships are critical. Steyr signs up to develop the car; BMW will provide not just the initial petrol and diesel engines but also their hybrid replacements. The plan had been to build a new factory at Bridgend (and hire ex-Ford workers), but then the opportunity arises to buy the Hambach factory from Mercedes. Ineos goes with its head, not its heart.
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Prototypes on tour The whole development and launch process is unusually transparent.
And it’s not just journalists who’ve been along for the ride. Throughout 2021, potential buyers are invited to a Grenadier road show: the car visits various locations, and they get a ride in the passenger seat. The car also turns up at the Goodwood Festival of Speed, among other events.
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Order books open With many thousands of test miles in extreme conditions around the world still being driven, Ineos opens the order books in the autumn of 2021 and puts a basic configurator online. Interest is strong, soon hitting 15,000 reservations – not just in the UK, Europe and US, but particularly in Australia. Product planners move the pick-up version up the schedule.
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Customers get their first cars
The timetable has slipped, but the current plan is that production models should start appearing from the Hambach factory this summer. By then, a network of 100-plus retail and service partners around the world will be in place. The details vary but typically involve a mix of established dealer groups and agricultural specialists.
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Hydrogen and beyond
Parent company Ineos is huge in hydrogen, so it makes sense that Ineos Automotive has teamed up with Hyundai to explore the viability of hydrogen fuel cells for cars, including the Grenadier. Less obviously, Ineos has dialled down its earlier negativity about batteryelectric as a possible power source for the Grenadier: it will be looked into.