INEOS Grenadier takes the Silk Road to China
Blazing a new trail to one of the most important global automotive markets, the INEOS Grenadier 4X4 has launched in China following worldwide acclaim and multiple award wins in the US and Europe.
The Grenadier’s arrival in China follows the successful introduction of INEOS Automotive in over 40 countries worldwide – including in Mexico last week – and sets a new benchmark for premium 4X4s in the market.
From launch, the Grenadier will initially be available from four retail sites. Stores in Beijing and Chengdu are already welcoming customers, with sites in Shanghai and Guangzhou opening within the next four weeks. As well as a full brand and retail experience, these sites will also provide customers with comprehensive and robust aftersales support.
Over the past 18 months, the Grenadier has been met with an incredibly positive response from every market we’ve launched in, so we’re thrilled to now bring it to China. In a market bursting with new homegrown EVs and driverless vehicles, we’re introducing something very different, very eye-catching, counter to the prevailing trend. We spent a long time planning this launch and have been working with a strong team locally, so that we can hit the ground running. China has such huge potential to become one of our top sales markets and I see this as a very exciting step.
INEOS Automotive has spent two years planning the Grenadier’s introduction to China, including establishing a national sales company and recruiting a team to work with strong local retail partners to build solid foundations ahead of the start of sales. Committing significant commercial and technical resources represents a major investment into the long-term strategy for the INEOS Grenadier in China.
A first wave of customer deliveries will start before the end of October with pricing starting at 808,000 CNY.
Having established strong businesses in other key regions – the UK, North America, South Africa, Australia and Europe – INEOS Automotive’s subsidiary business in China is its first in Asia, representing a significant new addition to its global sales footprint.
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