London, 7 April 2025 – In a world where many SUVs would rather be seen at a coffee shop than on a rocky trail, INEOS Automotive is taking a stand — quite literally, in the mud. Launching its cheeky new ‘Us vs. Them’ campaign, the British 4X4 specialist has fired off a wry yet unmistakable message: the Grenadier is not like the others — and that’s exactly the point.
At the heart of the campaign is a visually striking billboard and digital ad featuring the rugged Grenadier, caked in the honest filth of hard-won adventure, squaring off against a pristine, city-slick rival. The caption? A playful jab that doesn’t need to name names to make its point.
It’s a tone-setting move from a brand that has quietly endured years of legal skirmishes — challenges aimed at derailing the Grenadier’s development and sales across global markets. Those efforts have failed. Now, INEOS Automotive is stepping out from the courtroom and into the spotlight with a wink, a nudge, and a campaign that signals not just survival, but confidence.
“We’ve held our tongues while winning the court cases over and over again,” says Lynn Calder, CEO at INEOS Automotive. “We feel it’s now time to set the record straight: we’re not them, and we’re not trying to be them.”
Despite acknowledging the success of more mainstream competitors, Calder is clear that the Grenadier plays by a different rulebook. “Good luck to the others — they’re cool cars,” she adds. “But we’re tired of the comparisons. To be clear, this is all about saying we’re different.”
The ‘Us vs. Them’ campaign is the first in a series of planned activations rolling out over the coming months. With its lead ad already generating buzz across social media and out-of-home placements, it’s clear INEOS isn’t just aiming for attention — it’s inviting drivers to take sides.
And if the Grenadier’s side happens to come with a bit more mud on the tyres? So be it.
