INEOS Automotive has returned to where it all began with the launch of its new ‘Grenadier Origins’ campaign, spearheaded by a short film titled Born in a pub, Built for more. The campaign revisits the unlikely starting point of the now award-winning off-roader – a conversation over a beer in a London pub that ultimately sparked the creation of a new automotive brand.
The film is set inside The Grenadier pub in London, the same historic establishment that inspired the vehicle’s name and where the idea for the rugged 4x4 first took shape. Told through the dry humour of the pub’s matriarchal landlady, the 60-second film recounts the story of the Grenadier’s creation in distinctly British fashion. As the narrative unfolds, a vehicle is assembled piece by piece inside the bar itself, sending sparks flying while sheep wander into the scene and a well-used swear jar keeps order among the builders.
The playful storytelling captures the spirit of a project that began with a simple observation. A decade ago, British entrepreneur and lifelong adventurer Sir Jim Ratcliffe recognised a gap in the market for a tough, dependable off-roader that combined traditional ruggedness with modern comfort and refinement. Rather than wait for someone else to build it, he decided to create it himself, establishing INEOS Automotive to bring the idea to life.
That vision eventually became the INEOS Grenadier, a purpose-built 4x4 designed to tackle demanding terrain while remaining practical and comfortable enough for everyday use. The new campaign distils that journey from concept to production into a single minute, highlighting the unconventional origins behind a vehicle engineered for serious capability.
Lynn Calder, CEO of INEOS Automotive, said the story behind the Grenadier has become one of the brand’s strongest connections with customers around the world.
“The Grenadier is an epic vehicle with a unique story behind it,” she said. “We’ve learnt over the past few years that when customers hear our story, they really get the Grenadier and why it’s designed and engineered the way it is. I think the film absolutely nails the brief and I can’t wait to see the campaign roll out.”
Since production began in 2023, the Grenadier has steadily built a global following. More than 35,000 customers across over 50 countries now use the vehicle for everything from remote expeditions and demanding work duties to daily driving. Its blend of serious off-road capability, everyday comfort and practical design has earned the model multiple awards internationally.
The campaign film was conceived and produced by creative agency Wonderhood Studios and aims to capture both the brand’s personality and the unusual circumstances that led to the creation of the Grenadier. By returning to the pub where the idea first took shape, INEOS Automotive is leaning into the story that set the brand apart from the start – a reminder that sometimes the biggest ideas begin with a simple conversation over a pint.
