09-04-2025
INEOS AUTOMOTIVE SETS THE RECORD STRAIGHT WITH BOLD NEW AD CAMPAIGN - Middle East Business News and Information
Provocative ad campaign 'Us vs. Them' highlights distinctive personality of Grenadier
INEOS Automotive shows its humourous side with 'Lets Take This Outside' billboard ad
'Good luck to the others: they're cool cars. But we're tired of the comparisons. To be clear , this is all about saying we're different.' – Lynn Calder, CEO at INEOS Automotive
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Dubai, April 2025 – INEOS Automotive has launched a bold advertising campaign to clearly differentiate the Grenadier 4X4 from the regular school-run SUVs and soft-roading crossovers.
While respecting various rival manufacturers for their success in those segments, the Grenadier was engineered to follow a different trail.
The lead advert being activated in social media and on out-of-home billboards depicts the Grenadier, with muddy scars and splashes from off-roading, pitted against another brand's clean and tidy model. A cheeky provocative caption is intended to raise a smile.
The campaign follows a series of unsuccessful legal challenges around the world that were intended to disrupt the development and sales of the Grenadier and hinder the growth of the start-up British brand. After years of unnecessary distraction, INEOS Automotive is drawing a line in the sand.
'We've held our tongues while winning the court cases over and over again, and we feel it's now time to set the record straight: we're not them and we're not trying to be them,' said Lynn Calder, CEO at INEOS Automotive . 'Good luck to the others: they're cool cars. But we're tired of the comparisons. To be clear, this is all about saying we're different.'
The 'Us vs. Them' digital advert is the first in a series of campaign activations over the coming months.
