Radical Australian sales strategy for INEOS Grenadier

INEOS has confirmed it is developing a pioneering new sales strategy for markets like Australia to ensure the all-new INEOS Grenadier can compete against well-established rivals like the Toyota LandCruiser 70 Series.

Speaking exclusively to carsales, commercial boss Mark Tennant said INEOS is not underestimating the challenges ahead and is ready to introduce innovative solutions to break into Toyota's dominance of the five-seat wagon and dual-cab 4x4 workhorse segment.

“We understand the difficulties ahead. Why should our customers take this leap of faith to buy a completely new vehicle from people they don't know?,” he said.

“There's also a huge, almost tribal loyalty for Toyota. It has a deeply loyal following and people are not willing to jump willingly until we prove ourselves.”

Tennant says key to proving to his customers that the INEOS Grenadier is tough enough to rival the 70 Series is putting experts like farmers and miners behind the wheel.

While developing the go-anywhere INEOS off-roader, instead of going it alone the 4x4 start-up teamed with experts like Magna for engineering, BMW for the powertrain, Carraro for the differentials and Recaro for the seats.

But experts, once again, will hold the keys to the Grenadier's breakthrough Down Under, according to Tennant.

Instead of investing heavily in dealers and outlets, from 2022 Grenadiers could be sold in remote locations by agricultural machinery dealers, off-road specialists or 4x4 accessory makers.

According to Tennant, discussions are already underway with ARB, Pedders and Brisbane's Minecorp.

“We really want to work with these guys. They have a massive following and we love what they do already.”

As part of the novel arrangement, third-party automotive businesses could develop accessories like aluminium trays, ’roo bars or mining equipment for the Grenadier and, in return, they may be offered the chance to sell the Grenadier on a commission basis.

“It's about respecting how much expertise there is out there and working with like-minded people for a mutual benefit,” said Tennant.

Other options open to INEOS include striking up a sales and service relationship with BMW Australia, but that could bring added complexity as the Grenadier would have to be sold in a separate part of the dealership.

However, crucial to winning new business remains putting customers behind the wheel, says INEOS.

“We have to put vehicles in the right hands, prove ourselves, and if we get it right there will be a slow and steady growth,” said Tennant.

With an annual sales goal of around 25,000 vehicles globally, INEOS says it is targeting only modest volumes for the Australian market.

But wherever its customers are, it will focus on partners to help it meet servicing requirements and parts availability around the world.

“We clearly need to work with partners to give ourselves the coverage from a service point of view. There's parts of Africa and Australia where some people think Toyota parts grow on trees, so we know what we're up against,” said Tennant.

During its development, engineers were forbidden from using bespoke tyres, for example, as the Grenadier has been engineered for toughness, reliability and durability – something an early prototype will have to demonstrate in the coming weeks when it lands in Australia.

“I've challenged people to go out and try and break it,” says Tennant, who early in his career sold Land Rovers in remote parts of Africa.

Top of his list of challenges is subjecting the INEOS Grenadier to the tortuous 1850km Canning Stock Route.

Related: INEOS Grenadier interior revealed