FIRST INEOS GRENADIER CUSTOMERS OVERCOME EXTREME HANDOVER EXPEDITION
- INEOS Automotive’s ‘Hard Way Home’ competition took three customers to Morocco to collect their new Grenadiers
- Extraordinary weather turned an adventure drive into a battle against the elements
- Entire expedition captured on video
London, 25 April 2023 – After emerging triumphant from a tough selection process involving thousands of INEOS Grenadier customers, three winners headed to a remote valley in Morocco’s Atlas Mountains for the most extreme new vehicle handover. Including one of the world’s most dangerous roads, the Tizi n’ Test Pass, the adventurers were battered by fierce storms that amplified the expedition’s challenge.
The ‘Hard Way Home' competition was open to customers that had followed the Grenadier from the earliest stages of its development and been among the first to place reservations. Entrants were invited to participate in an off-road selection event in the UK with videos of the candidates posted on INEOS Automotive’s social media channels. Fans and followers then voted for the finalists they believed deserved to take the ‘Hard Way Home’ from their vehicle handover in Morocco.
“We wanted to celebrate the handover of the first Grenadiers with a once-in-a-lifetime expedition for three lucky customers,” explains Lynn Calder, CEO of INEOS Automotive. “It was an innovative campaign to engage our customers and followers, upping the ante from your standard silk sheet reveal handover. It was always intended to be a challenging trip, enabling the Grenadier’s capabilities to shine, but the whole team got far more than they bargained for.”
A video capturing all the highlights from the expedition is available to view here.
-Ends-
INEOS Automotive contact details:
Sarah Pelling
Head of PR
INEOS Automotive
+44 (0) 7887 451773
sarah.pelling@ineos.com
Viktoria Kirkova-Fane
PR Manager
viktoria.kirkova@ineos.com
+44 (0) 7733 150 023
Tom Waugh
Senior PR Officer
tom.waugh@ineos.com
+44 (0) 7776 454 747
Peter Skilton
Senior PR Officer – Product Communications
peter.skilton@ineos.com
+44 (0) 7787 553 395
About INEOS Grenadier
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, and in February 2024 a third vehicle line called the INEOS Fusilier was unveiled which will offer two powertrain options to meet global consumer needs: an all-electric and a range-extender electric.
INEOS Automotive is a subsidiary of INEOS, a leading manufacturer of petrochemicals, speciality chemicals and oil products. It employs 26,000 people across 36 businesses, with a production network spanning 194 sites in 29 countries. From paints to plastics, textiles to technology, medicines to mobile phones, materials manufactured by INEOS enhance almost every aspect of modern life. In 2021, INEOS had sales of $65bn.
