Grenadier, the 4X4 born from the bottom of a pint of beer!
- Published on 18/03/2026 12:34
- Modified on 18/03/2026 12:40
In the era of all-electric vehicles, it’s hard to imagine that a modern 4×4 could come to life around a simple pint.
And yet, it is indeed in a London pub that the story of the Grenadier, INEOS’s 4X4, began. With its new campaign “Born in a pub, Built for more”, INEOS Automotive returns to the origins of its iconic model, with a light and very British tone.
The film, at the heart of this campaign, takes place in the famous Grenadier pub, which inspired the name of the vehicle. In just under a minute, it humorously retraces the birth of the project: a strong-willed landlady, some surprise guest sheep, and even a car that seems to take shape right in the bar. All of this is infused with typical English dry humor.
Behind this somewhat crazy idea is Jim Ratcliffe. Passionate about off-roading, he envisioned about ten years ago a simple, robust, and capable 4×4. Faced with a market he deemed too focused on luxury or technology, he decided to create his own vehicle, faithful to a more utilitarian but modern vision.
Since the beginning of production in 2023, the gamble seems to have paid off. Over 35,000 units have already been sold across about fifty countries. The Grenadier targets both professionals and adventurers, relying on a simple recipe: off-road efficiency, comfort on the road, and great versatility.
A 4X4 French, but not for France
In France, the Grenadier occupies a special place. Assembled in Hambach, Moselle, in a former Smart factory, it can claim local production despite its British roots. However, its development in the French market remains constrained. The reason: a particularly harsh ecological penalty, which doubles the cost for individuals! As a result, the model is primarily distributed in a utility version, which is more tax advantageous. With high prices and a still limited distribution network, the Grenadier mainly targets a specific clientele – professionals, pure off-road enthusiasts, or nostalgic fans of old-school 4x4s. A deliberate positioning, but one that keeps it within a niche, far from the standards of today’s French automotive market.
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With this campaign, INEOS aims not only to sell a vehicle but to tell a story. The story of a project that was born almost by chance, among friends, and became an industrial reality in just a few years. It also serves as a reminder that before being a machine, the Grenadier is above all an idea… born in a pub.
READ ALSO: INEOS takes a dig at Land Rover in a commercial campaign
This page is translated from the original post "Grenadier, le 4X4 né au fond d’une pinte de bière !" in French.
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