Momentum builds for INEOS in Australia

As INEOS Automotive marks two years in the Australian market, the British startup says it’s just getting started – and that its local arm has no intention of being a niche player.

From the outset, INEOS pitched itself as a no-nonsense alternative to the mainstream, building its Grenadier 4x4 and Quartermaster ute not as lifestyle SUVs but as tools for serious work and adventure. And Australia, it turns out, is one of the few remaining markets left in the world where that message still resonates deeply.

Speaking with carsales after an off-road drive event for the Quartermaster at Mount Buller in Victoria’s High Country, INEOS Automotive’s Regional Director for Australia Pacific, Justin Hocevar, reflected on the brand’s beginnings Down Under as well as where it’s heading.

“Australia is one of the few markets where 4x4 vehicles are still used the way they were originally intended – as serious, purpose-driven machines built for real off-road conditions,” he said. “Unlike markets that have shifted toward SUV-style aesthetics and limitations, Australian drivers continue to value toughness, reliability, and true off-road capability.”

Australia has quickly become the company’s second-largest global market, trailing only the United States, with more than 2000 Grenadiers already delivered locally, primarily in the Station Wagon body style. However, with the recent launch of the Quartermaster ute and cab-chassis variant, Hocevar believes that momentum is only going to build.

“We launched in Australia as a challenger brand, in a market renowned for its passionate 4x4 community,” he said.

“We take great pride in the significant growth we have achieved over the past two years, from establishing a strong local team and retailer network and coordinating a number of major events and partnerships, to forming key customer relationships all across the country.

“We could not be more proud of the relationships we have forged and are so proud to hear of every incredible adventure our customers have taken their Grenadier on straight off the showroom floor, and these stories only continue to grow.”

While customer word of mouth has played a big role in the brand’s early success, INEOS has also made some bold decisions to help win over traditional 4x4 buyers. Its ‘Love It or Leave It’ program, a six-month return and refund policy on Quartermaster purchases, is designed to address buyer hesitation and encourage trial usage in a conservative segment.

“Carving out our own identity, building reputation and peace of mind is our focus,” Hocevar said.

That message seems to be landing, particularly among those walking away from long-standing brands. INEOS says the vast majority of Grenadier owners have traded out of Toyotas, primarily LandCruiser 200, 300 and 70 Series models, along with Prado 150s, as well as other mainstream dual-cab utes.

“These customers are serious 4x4 users looking for a purpose-built alternative to increasingly comfort-focused models in a segment that has, until now, backed them into a corner with no options,” Hocevar said.

While retail customers are the brand’s current backbone, commercial sales are growing, driven by use cases that demand more than soft-roading. The brand has already supplied vehicles to Mount Buller Resort as well as Search and Rescue Dogs Avalanche (SARDA) New Zealand, and it sees further opportunity in industries like mining, agriculture and construction.

“The use cases for Quartermaster are wide-ranging, and feedback has been overwhelmingly positive,” Hocevar said. “Customers are taking them straight off the showroom floor into serious off-road environments and arduous-use work, which speaks volumes about its durability and performance.”

Future growth will likely hinge on how INEOS adapts to shifting consumer preferences and emissions regulations. The company previously announced the all-electric and range-extender INEOS Fusilier 4x4, but has since paused the program amid uncertainty over EV uptake, infrastructure and global policy settings.

“The delayed launch of the INEOS Fusilier is around two reasons: inconsistent consumer uptake of EVs and industry uncertainty around tariffs, timings and taxation,” Hocevar explained.

“Charging infrastructure for EVs in most markets continues to grow and consumer confidence will match that, but for the industry to meet net-zero targets there needs to be long-term clarity from policymakers and a number of technology options available considering factors like raw materials, infrastructure and affordability.”

For now, INEOS is staying focused on the fundamentals, offering rugged, functional vehicles that speak to the core of what Aussie off-roaders still demand.

“As a challenger brand, we’ve embraced the opportunity to offer an alternative that’s purpose-built from the ground up – not a reworked SUV, but a true 4x4 designed to go the distance.”

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