When British startup INEOS Automotive decided to target the North American market with its all-new Grenadier off-road SUV, it chose to follow a traditional franchise dealer model rather than trying an untested direct-to-consumer model. .
Greg Clark, executive vice president of the Americas for INEOS Automotive, has been building the North American dealership network for nearly three years. Clark said in a live stage session at NADA Show 2024 on February 1 that INEOS vetted more than 150 different dealer groups before settling on the current 21 “launch dealers” for the launch of the Grenadier. he said. Order to the Grenadier, a number that is likely to increase further as INEOS fills around 9,000 unpaid dealers.
INEOS wants customers to have a “complete dealer experience” from sales, service, support, aftermarket and even community building, Clark said. While INEOS was certainly looking for a dealer in a specific geographic location, they wanted a mature partner with experience across many different franchises. Importantly, dealers will need “the bandwidth to focus on new startups,” Clark said.
“Primarily, we chose the dealership franchise model for speed-to-market reasons, but OEMs typically do more than just the point of sale to actually serve their customers. “It's also because I think people underestimate the hard work that goes into a vehicle,” Clark said.
“Partnerships with OEMs and dealers are completely logical for us as we are a complete new entrant…not a well-known brand by any stretch of the imagination.”
“Don't underestimate the equity and support that our dealer partners bring to this,” Clark added. “These are very well-known names in their respective communities. We have had the luxury of being able to physically visit and technically hand-pick each franchise partner in the U.S. and Canada. .”
Mr Clark said INEOS has selected dealers who can guarantee a unique purchasing experience for customers.
“Committed experience from a sales and service perspective is very important,” Clark said. “It's important for us to see if our dealer partners are focused on these franchises, just as it is for other brands.”
INEOS began deliveries in North America around Thanksgiving 2023 and has since delivered more than 1,000 Grenadier aircraft to customers. Clark said more than 1,300 units have been delivered to dealers, and “the response so far has been phenomenal.”
Clark said the focus in 2024 is to deliver the 9,000 pre-ordered units and continue to expand the dealership network.
“We intend to grow gradually and steadily, making sure that all of our systems and processes are proven and that we have the production capacity to supply these dealers,” Clark said.
The Grenadier is a traditional body-on-frame 4×4 similar to the old Land Rover Defender. It comes with a choice of BMW engines (gasoline or diesel) and has a starting price of $71,500. INEOS is developing a pickup truck version of the Grenadier and an electric powertrain for future sales.
