BORN IN A PUB, BUILT FOR MORE... THE GRENADIER ORIGIN STORY
- INEOS Automotive premieres Born in a pub, Built for more, to launch its ‘Grenadier Origins’ campaign
- From a chat over a beer to award-winning car maker, the origin story is told from inside The Grenadier pub in London and includes British wit, three sheep and sparks aplenty
LONDON, 12 March 2026 – INEOS Automotive is going back to its roots for its new ‘Grenadier Origins’ campaign, spearheaded by a film titled: Born in a pub, Built for more.
The film is set in The Grenadier pub in London where the idea for the vehicle was first hatched and that it shares its name with. The story of how the award-winning 4X4 came to life is told through the dry British wit of the matriarchal landlady. And as a vehicle is built from scratch in the bar, sparks fly, sheep make themselves heard, and a swear jar is called into action.
In 60 seconds, Born in a pub, Built for more distils the Grenadier’s path from conception to production. It’s the brainchild of Sir Jim Ratcliffe, one of Britain’s most successful businessmen and lifelong adventurer and 4X4 enthusiast. Ten years ago he saw a gap in the market for a tough, hard-working off-roader with modern comfort and refinement, and started his own car company to make it..
“The Grenadier is an epic vehicle with a unique story behind it. We’ve learnt over the past few years that when customers hear our story, they really get the Grenadier and why it’s designed and engineered the way it is. I think the film absolutely nails the brief and I can’t wait to see the campaign roll out.”
Lynn Calder - CEO, INEOS Automotive
Since production began in 2023, more than 35,000 customers in over 50 countries are using their Grenadiers to tackle adventures, work, and daily life. Built to take people and their kit wherever they want to go, its combination of peerless off-road capability, on-road comfort and versatile practicality has won multiple awards around the world.
The campaign film - Born in a pub, Built for more - wasconceived and created by leading creative agency Wonderhood Studios, and is available to view here: Born in a pub, Built for more.
To find out more about the INEOS Grenadier, please visit www.ineosgrenadier.com
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INEOS Automotive contact details:
Viktoria Kirkova-Fane
Global PR Manager
viktoria.kirkova@ineos.com
+44 (0) 7733 150 023
Tom Waugh
Senior Global PR Officer
tom.waugh@ineos.com
+44 (0) 7776 454 747
ABOUT INEOS AUTOMOTIVE
In 2017, INEOS Chairman Jim Ratcliffe, a car enthusiast and experienced adventurer, identified a gap in the market for an uncompromising 4X4 engineered for modern day compliance and reliability. INEOS Automotive Limited was formed and a senior team of automotive professionals assembled to bring the vision to reality with a fresh perspective of 4X4 development and manufacturing.
In 2022 the INEOS Grenadier was launched: a truly global 4X4 built from the ground up that combines rugged British spirit and design with German engineering rigour. The Grenadier provides best-in-class off-road capability, durability, and reliability with the modern comfort and refinement customers expect wherever they are in the world. In 2023 a double-cab pick-up variant of the Grenadier was launched called the Quartermaster.
INEOS Automotive is a subsidiary of INEOS, a leading manufacturer of petrochemicals, specialty chemicals and oil products. It employs 24,500 people across 29 businesses, with a production network spanning 154 sites in 27 countries. From paints to plastics, textiles to technology, medicines to mobile phones, materials manufactured by INEOS enhance almost every aspect of modern life. In 2025, INEOS had sales of $55bn. To find out more about INEOS Automotive, visit www.ineosgrenadier.com.
