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 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.

Lynn Calder, CEO, INEOS Automotive, comments, “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.”

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.

Lynn Calder, CEO, INEOS Automotive, comments, “The Grenadier has already been embraced by off-road adventurers and enthusiasts, so we are excited to now introduce our 4X4 to a wider global audience. We are the first European OEM to launch at scale this century, so we took our time to ensure production, build quality and a global aftersales network was in place before we took this step. Like the Grenadier, we’re ready to take on the world.”

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 is responsible for the worldwide media buying strategy and launch plan which is designed to reach 400 million adventure-oriented adults with placements focussed on this year’s high-profile sporting events including UEFA EURO fixtures, the Summer Olympic Games in Paris and Formula 1 Grand Prix.

Find out more on Wonderhood Studios.