INEOS Automotive wanted to fill a gap in the market for a workhorse 4X4. An off-roader that could pull a plough, tow a tractor or climb a mountain. A vehicle built to get the job done. And they needed a partner to help them get the brand — off the ground.
We helped build the Grenadier brand from the ground up. Working closely with the business from the beginning, we were determined to buck industry conventions. So we steered away from the crowded lifestyle market and focused instead on a ‘utilitarian’ audience – farmers, foresters, estate managers. We then established a brand positioning that planted the Grenadier firmly in this territory. A positioning with grit and determination at is heart. As stripped back and rugged as the vehicle itself.
Next came a bold look and feel, non-nonsense tone of voice – all summed up by the ‘built on purpose’ mantra that hammers home the vehicle’s utilitarian character. The ‘lambda’ symbol that sits proudly on the bodywork, inspired by the Spartan warriors’ shields (what could be more no-nonsense than that?). Then an innovative comms strategy. Supplier exhibitions. Employee engagement. And brand content to keep future owners engaged, as we continue to build the vehicle and the brand in plain sight.
Building the Grenadier
A documentary-style content series, Building the Grenadier reveals the vehicle to the waiting world episode by episode. Fronted by 4X4 expert Mark Evans and produced in a gritty, no-nonsense style.
The Grenadier has been one of the most anticipated all-new vehicle launches of recent times. An integrated launch strategy is telling the Grenadier’s story with one voice. And there’s plenty more to come.