Compilation / Zhang Gull
Edited / Meng for
Design / Zhao Haoran
Source: The New York Times, by Mercedes Lilienthal, Image: INEOSGrenadier Official Twitter
In 2016, when the last load-bearing Land Rover Defender was built, a rough and sophisticated off-road era ended with the number of 2016933 vehicles.
Although in 2018 Jaguar Land Rover resumed production of the new Land Rover Defender, its product direction has shifted to luxury and technology, and although it has the same name and surname, it has become very different from the classic off-road vehicle that people are familiar with.
But some people still have a soft spot for the old Land Rover Defender.
In 2017, Jim Ratcliffe, a british billionaire and veteran fan of Land Rover Defenders, decided to turn his passion into a business opportunity by planning his "Spiritual Successor" program to single-handedly resurrect the products and spirit of the old Land Rover Defenders.
A veteran Land Rover Defender fan, Ratcliffe is a car fan and an experienced adventurer, while his main title is CEO of the BRITISH INEOS Group.
He topped the UK Wealth Charts for the first time in 2018 with a net worth of £21.05 billion.
Ratcliffe's interests were widespread, as he acquired Belstaff, who is known for producing motorcycle leather jackets because he was a sports fan; he took over Team Sky to make Ineos famous in cycling; because he was a Manchester United fan, he also planned to buy the established team.
This time, Ratcliffe unleashed the businessman's super-forcing power to form a senior team of automotive professionals to realize his vision: a new 4WD vehicle for adventure and safari.
In 2017, INEOS Automotive was founded.
In an interview, he said he hoped that the product he had created would retain the classic Land Rover Defender Zhou Zheng's model and the wild characteristics of a very military style.
In 2022, after a long wait, Ratcliffe's long-awaited Grenadier (Grenadier) is finally coming.
Jim Ratcliffe and his Land Rover Defender "Spiritual Successor" Grenadier (Credit: INEOS AUTOMOTIVE)▼
In a 2017 interview at London's Grenadier Pub, Ratcliff said the Land Rover Defender had been terminated as a sizeable loophole in the market. He also criticized contemporary SUVs, calling them "jelly molds" that look similar and have no personality.
While some of Grenadier's styling cues are likely to point to former Land Rover Defenders, INEOS Automotive insists that Grenadier's design and manufacture are unique.
Greg Clark, executive vice president of ineos Automobiles Americas, revealed: "Land Rover has been opposed to our sales of Grenadier. "But the legal challenge has not been successful.
From 1948 to 2016, more than 2 million Land Rovers were built, with different models and names. The name "Guardian" was born in 1990.
At the beginning of the project, Land Rover twice filed a styling complaint, but both were rejected by the British courts.
Now, its design and performance have successfully attracted the attention of many well-known people, and it is said that its famous scheduled owners include Queen Elizabeth II of the United Kingdom and the famous American actor Bill Murray.
Land Rover Defenders▼
The Grenadier is a utilitarian car with a modern twist. Fewer engine control units highlight simplicity. Although petrol and diesel prototypes are being produced, hydrogen and all-electric versions are also being planned.
Clark said: "At present, for customers who want to stay away from the grid and go deep into nature, the powertrain of electric vehicles is not very coordinated with the positioning of Grenadier. And from a practical point of view, it is necessary to meet the customer's requirements for endurance, but also to complete off-road and adventure journeys - considering the size, structure and performance of the Grenadier, the power it requires may make the battery reach an unbearable weight. ”
According to its plan, the hydrogen fuel cell prototype will begin road testing by the end of 2022. In addition, it is expected that in 2023, it will continue to launch a four-door cab pickup truck.
Clark made public about the company's early plans. "For new entrants in any industry, accumulating brand value, establishing a growth path and delivering on commitments are key factors in a successful start," he said. Their main task at the moment is to stay in touch with bookers to earn their trust. ”
Clark mentioned big names for its competitors: The Ford Bronco, the Jeep Wrangler, Toyota's 4Runner. Although this will be a crowded and highly competitive market, INEOS is confident in its niche.
INEOS Grenadier▼
The "spiritual heir" of this Land Rover Defender is attracting the attention of more and more car fans.
As of the end of March 2022, INEOS said it had received 15,000 orders for a scheduled fee of $450, exceeding the company's forecast. And a third of them come from the U.S. market.
INEOS recently bought a Mercedes-Benz smart car factory in Hambach, France, and intends to roll Grenadier off the production line by July, with the goal of producing 25,000 to 30,000 units a year.
For a new entrant, this target number seems to be no shy. But compared to the sales of the king of off-road vehicles in the United States, it is only a fraction. Jeep has an 80-year history and sold 204,610 Jeep Wranglers last year.
"We expect the U.S. to be one of our biggest markets." Donna Falconer, inc.'s global head of product at INEOS, said.
"Someone once said to me that trying to sell pickups in the United States, the land of pickups, is like trying to sell espresso to Italians." Falconer said, "We know exactly what we need to do to convince people that we have a car worth buying." ”
Ratcliffe's vast connections and experience in the business empire also brought him enough publicity effect. Over the past few months, INEOS has conducted a cumulative mileage test of a target of 1.1 million miles. On April 7, 2022, they invited Toto Wolff, the manager of the famous F1 team Mercedes-Benz, to finish the 1.1 million miles of the Grenadier.
Ineos purchased a smart car factory in Hambach, France (Source: INEOS AUTOMOTIVE)▼
Regarding the target customers, Falconer divides them into three main groups of people.
The first category is the customer who uses the vehicle as a work-leisure channel, or a continuum. It's no longer just a means of getting around, these owners could be farmers, they could be lumberjacks, they could be mountain rescuers.
The second category of customers is pure off-road enthusiasts. Enjoy life, enjoy the thrill of off-roading, they need this car cool enough to cope with the uneven mountains.
The last category is the most common average consumer who loves multiple lifestyles. This group of people may only go to nature on weekends, will ride mountain biking, mountaineering, rowing, skiing, etc., and need to have a car that matches the temperament of the wild to load various equipment.
INEOS tested the cockpit design with some teams in the U.S. in early 2021. The focus group, which includes serious off-roaders and SUVs and pickup truck owners, can give advice and help INEOS understand what people like.
These groups came up with interesting results. Falconer said: "Anyone who has an old Land Rover Defender loves this Grenadier and they think what we're doing is great. ”
But she also acknowledges that Jeep's buyers are very loyal. Pricing, and the loyalty of most consumers to other brands, will be the challenges that INEOS will face.
The company has joined hands with 100 sales and service partners, as well as retail financial partners and parts distributors.
"Our sales model is diverse," said Mark Tennant, commercial director at INEOS Automotive.
INEOS adopts a combination of direct sales and agency in Europe, and there will be more traditional distributors in the further markets. Among them, dealers in the United States will be supported by Bosch Automotive Service, which has 17,000 locations around the world.
"Because, if you're going to build a four-wheel drive car for the world like a winning general, you need to make sure that the customer has the confidence to have a reassuring supply of parts wherever it goes, or to be able to easily fix it when needed," Tennant said. ”
Due to recent market instability, inflation, supply chain problems and other reasons, the final selling price of Grenadier is still unknown.
This article was originally produced by Automotive Business Review
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