The no-nonsense Ineos Grenadier is a very different SUV to launch in the era of electrification and sustainability, so appropriately the company is planning a different type of dealership network to sell and maintain the rough, tough 4x4.
In place of a network of identikit standalone dealers, Ineos Automotive is blending agricultural equipment franchisees, specialist used operators with a core of established OEM car dealers into a cohesive network, whose 24 UK sales, parts and service sites were revealed last month.
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Seems a smart move to me. As nice as up market cars may be to drive, I can't help thinking every time I go into a huge heated glass walled palace of a showroom to be met by an array of smart suited condescending sales people, that in fact I am paying for all that. If I go and see a top consultant in hospital I don't find I need that kind of atmosphere to believe what they are saying or to follow their advice.
Ineos seem smart in trying to say, we are not Land Rover, not Mercedes. We are selling a rugged 4x4 to people that need one for its abilities, not to impress the neighbours, and selling from the same place experienced people buy their tractors from seems pragmatic by associating the dealers no nonsense integrity with the Ineos product from day 1.
Just look at any big city Audi, MB, Jaguar, Land Rover, Volvo, BMW or Porsche dealership. All very Me Too. Ineos are saying from the outset that this is not them. I'm glad.
Yes except the Land Rover Defender is cheaper and in a nicer dealer
Best of luck with that, but sounds a wee bit desperate.