Despite strong consumer preference for diesel models in Australia, Ineos Automotive confirms it will continue offering both petrol and diesel versions of the Grenadier. The company’s decision reflects a strategy focused on catering to niche demand rather than solely pursuing volume sales.
Sales Split and Brand Philosophy
Since its Australian launch in 2022, the Grenadier has been available with two 3.0-litre BMW inline-six engines: a 183kW/550Nm twin-turbo diesel and a 210kW/450Nm turbo-petrol. However, diesel versions account for 80% of Station Wagon sales and a striking 90% of Quartermaster ute sales.
According to Justin Hocevar, Ineos Automotive’s local boss, the petrol variant remains secure. He emphasized the company’s commitment to serving all customer preferences, even in low-volume segments. “We’re not a large commodity brand that responds to low uptake… by jettisoning it and focusing on a cookie-cutter approach,” Hocevar stated. This contrasts with mainstream manufacturers that often streamline lineups based on sales figures.
Context and Market Position
The Grenadier’s existence itself is a deliberate challenge to industry norms. It was conceived after Land Rover refused to sell the tooling for the original Defender to Sir Jim Ratcliffe, leading to the creation of a dedicated, purpose-built off-roader. As of late 2024, over 3,000 Grenadiers have been sold in Australia, averaging roughly 1,000 units per year.
The Grenadier competes directly with the Toyota LandCruiser 70 Series (the diesel-only market leader with 10,301 sales in 2023 ), the modern Land Rover Defender (3,854 sales ), and Jeep Wrangler/Gladiator models. Ineos has already outsold Jeep, with Wrangler and Gladiator combined at 765 sales in 2023.
Future Plans: Electrification and Collaboration
Ineos’ core focus remains the Grenadier, but the company is also developing the Fusilier – a smaller, electrified SUV. Preliminary discussions suggest a potential collaboration with Chery to leverage its iCar EV/EREV platform for the Fusilier project. This indicates Ineos is actively exploring future-proof strategies while maintaining its commitment to traditional off-road vehicles.
In summary, Ineos Automotive’s decision to retain the petrol Grenadier reflects a customer-centric approach and a willingness to serve niche markets, differentiating it from larger manufacturers prioritizing mass-market efficiency. The company’s broader strategy includes both strengthening its current off-road lineup and expanding into electrified segments.
