Skip to main content

INEOS AUTOMOTIVE’S FIRST GLOBAL BRAND ADVERTISING CAMPAIGN: BUILT FOR MORE

20240418_INEOS_0146_v6d.jpg
18 June 2024

INEOS Automotive is launching its first brand advertising campaign Built for More, introducing the award-winning Grenadier 4X4 to a broad global audience with a multi-channel activation across television, print, social, outdoor media and on-demand video streaming. Debuting on June 19th in the UK, the campaign will have rapid rollout in Germany, North America and Australia, before wider release through online and social media in over 45 markets where the INEOS Grenadier is available.

 

Moving away from the trend for cosmetic SUVs with complicated technology, the Grenadier was devised by Sir Jim Ratcliffe, who identified a gap in the market for a hard-working 4X4 that combined best-in-class off-road capability with modern on-road driving refinement for people who enjoy the experience and adventure of being behind the wheel. Since launch, the 4X4 has been joined by the Quartermaster, a double-cab pick-up variant, and in February 2024 a third vehicle line was revealed - The INEOS Fusilier, offering two powertrain options: A range-extender which uses a small, low emission petrol engine to charge the electric battery when external charging isn’t available, alongside an all-electric.

“Built for More is a call to drivers to get off their sofa, break free from the confines of digital devices and embrace what the outdoor world has to offer. The Grenadier is a go-anywhere 4X4, engineered to world-class standards and literally built for more of what the world has to offer.”

Lynn Calder, CEO, INEOS Automotive

The Built for More brand platform was conceived and created by Wonderhood Studios and is focused on the feeling of possibility that getting behind an INEOS Automotive vehicle can give you. Wavemaker UK is responsible for the worldwide media buying strategy and launch plan which is designed to reach 400 million adventure-oriented adults with placements focused on this year’s high-profile sporting events including UEFA EURO fixtures, the Summer Olympic Games in Paris and Formula 1 Grand Prix.

 

This is the first project since Wonderhood Studios was appointed INEOS Automotive’s retained global creative agency, with the wider brief including global social strategy, community management and engagement through Wonderhood Makers, and refreshing the brand’s global visual identity through Wonderhood Design.

“We fell in love with the Grenadier so it’s very exciting to be launching this bold new campaign. This project has a perfect Wonderhood shape, crossing all our studios to show what happens when you draw all these disciplines together.”

Guy Hobbs, Executive Creative Director at Wonderhood Studios

INEOS Automotive appointed Wavemaker UK as its media agency based on its global expertise as well the ability to tap into localised knowledge via Wavemaker’s industry-leading tools and research. Due to Wavemaker’s global network it also provides ‘boots on the ground’ for an accelerated and effectively communicated strategy in all markets. Wavemaker UK has a long-standing relationship with INEOS, having been appointed as the media agency for its Hygienics brand in March 2022.

“It’s been brilliant to take the wheel on INEOS Automotive’s media launch. The brand puts the focal point on ‘adventurous’ in its products and campaigns, and the team are willing to let us take our strategy off-road and really challenge the category norms and conventions, which is very exciting.”

Isobel Mooney, Managing Partner, Wavemaker UK

Follow the Grenadier

Keep up-to-speed. Sign up to get all the latest news – as it happens.

 

Facebook Sand.svg
Instagram Sand.svg
LinkedIn Sand.svg
X Sand.svg
YouTube Sand.svg
Threads Sand.svg
Can't see your country? Try here
© 2021 INEOS Automotive. All rights reserved.
Principal Partner
Proudly Working With

Copyright © 2024. All rights reserved. This website is published by INEOS on behalf of its businesses Headquarters: 38 Hans Crescent. Knightsbridge. London SW1X 0LZ. UK. INEOS is a Registered Trademark, the property of INEOS Capital Limited.

The development of the Grenadier has not been finalised, as such written and visual depictions (including photographs and colours) of the vehicle may vary from production models and are subject to change without notice. 

INEOS reserves the right to make updates to the product offering including specifications, options and accessories. As such, the quoted prices and specifications in the (Price List/Brochure/Website/Configurator) are indicative and may not reflect current offering and availability. Pricing and details provided do not constitute an offer for the sale of any particular vehicle at any particular price or specification.

The aniline saddle leather is untreated and is subject to staining and discolouration as it absorbs moisture and oils and will fade and/or discolour when exposed to the sun. Due to the nature of the material, we are unable to include the Saddle Leather Driver’s Pack within our full vehicle warranty and cannot accept responsibility for any staining, fading, discolouration or any other defects typical of this leather type caused by natural wear or otherwise. By selecting the Saddle Leather Drivers Pack you acknowledge acceptance of the above information. Please refer to the Warranty T&Cs for more detail.

The Utility Belt option has restricted usage on-road, dependant on local laws.

Note that some standard features may be replaced when specifying a vehicle or selecting trim levels. Please contact your local Retail Partner for more details or configure your vehicle online. 

Warranty periods offered by INEOS on certain features may be limited and differ in duration. Please refer to the INEOS Automotive Manufacturers Warranty Terms and Conditions for details of variations and exceptions. 

Only use in-car features when safe to do so. Driving while distracted can result in loss of vehicle control, damage to property, injury or death. Always obey local laws and speed limits. 

Additional options offered for the vehicle may affect performance, emissions, exterior dimensions and off-/on-road geometry. Loading equipment on the roof may change the vehicle’s handling characteristics and users should not load the vehicle, any options or accessories (or any part of them) beyond their intended capacities. 

Additional accessories used on the vehicle may affect performance, emissions, exterior dimensions and off-/on-road geometry.  Fitment of certain accessories and their use on-road may be restricted and/or illegal, dependant on local laws. It is the user’s responsibility to ensure full compliance with local laws. Do not load vehicle or any accessories (or any part of them) beyond their intended capacities or capability. Note: care should be taken when loading equipment on the roof, Full-length Roof Rack or Roof Cross-bars as this may change the vehicle’s handling characteristics. 

Off-road driving and use of related equipment (including options and accessories) requires advanced training and experience. Improper use of the vehicle or other equipment may be unsafe and could result in property damage and/or injury to users and/or other parties. It is the user’s responsibility to check the vehicle, equipment, route and conditions ahead before proceeding. Consult the Owner’s Manual, applicable accessories manual/instructions or your closest Retail Partner for more detail. 

It is the user’s responsibility to check the vehicle, equipment, and conditions before towing or winching. Improper use of the vehicle or other equipment may be unsafe and could result in property damage and/or injury to users and/or other parties. Consult the Owner’s Manual, applicable accessories manual/instructions or your closest Retail Partner for more detail. 

VAT Number: England, Scotland, Wales - GB299786802, Northern Ireland - XI299786802
Disclaimer: INEOS Automotive Limited is an appointed representative of ITC Compliance Limited which is authorised and regulated by the Financial Conduct Authority (their registration number is 313486). Permitted activities include advising on and arranging general insurance contracts and acting as a credit broker not a lender.

We can introduce you to a limited number of finance providers. We do not charge fees for our Consumer Credit services. We may receive a payment(s) or other benefits from finance providers should you decide to enter into an agreement with them, typically either a fixed fee or a fixed percentage of the amount you borrow. The payment we receive may vary between finance providers and product types. The payment received does not impact the finance rate offered.

All finance applications are subject to status, terms and conditions apply, UK residents only, 18’s or over, Guarantees may be required.