INEOS AUTOMOTIVE BRAND NIGHT IN YINCHUAN UNVEILS GLOBAL INITIATIVES AND LONG-TERM COMMITMENT TO CHINA
- INEOS Automotive held its inaugural Brand Night event in Yinchuan, Ningxia
- Executives introduced numerous global initiatives including an official partnership with The Snow League winter sports competition
- The event included the Chinese debut of the limited edition Grenadier 1924, celebrating the 100th anniversary of the iconic British clothing brand Belstaff
Yinchuan, China, 12 March 2025 – INEOS Automotive held its inaugural Brand Night event in Yinchuan, Ningxia, introducing numerous inspiring global initiatives and long-term commitments to the Chinese market.
The British brand’s ‘BUILT FOR MORE’ philosophy demonstrates the spirit of the product, its customers and the people behind INEOS Automotive - uncompromising in breaking boundaries and unlocking possibilities of adventure.
The company’s fresh partnership with The Snow League embodies this message. The new winter sports competition, founded by Shaun White, the three-time Winter Olympics gold medallist, was developed for the world’s best snowboarders and freeskiiers. The INEOS Grenadier is the event’s official vehicle of choice, providing transport to athletes, event officials, VIP guests and visitors to the season’s opening event last week in Aspen, Colorado, USA. The next event is scheduled to take place at the iconic Yunding Secret Garden in Beijing in December.
Since arriving in China last September, the Grenadier has quickly become a favourite among off-road enthusiasts.
“We are committing to long-term development in China by delivering exceptional customer experience with an enriched product lineup and a growing sales and service network. Beyond that, we aim to repeat in China what we have achieved in other markets in terms of curating a strong and passionate owners' community.”
Lynn Calder - CEO INEOS Automotive
At the Brand Night, the limited edition Grenadier 1924 was unveiled to commemorate the centenary of the iconic clothing brand Belstaff, with each vehicle featuring a quietly subtle, premium specification and distinctive centenary badging. Alongside Grenadier 1924 and the standard series product in ‘base’ Grenadier, Trialmaster and Fieldmaster, the brand will further expand the product family available in China and provide customers with more ways to enjoy the peerless premium off-roader. Future expansion plans also include the introduction of INEOS Automotive’s exclusive new bespoke series division - Arcane Works, and plans for the zero and low-emission Fusilier.
To deliver top-class customer experience, INEOS Automotive has established sales and service centers in key cities in China. Over the next three years, the company plans to work closely with retail partners to expand into all Tier 1 and several Tier 2 cities. As well as an attentive full brand and retail experience, these sites will also provide customers with comprehensive and robust aftersales support. Every Grenadier customer benefits from an industry-leading, five-year base warranty and 12 years’ anti-perforation warranty.
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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.