INEOS AUTOMOTIVE UNVEILS BORN IN A PUB, BUILT FOR MORE, THE NEW 'GRENADIER ORIGINS' CAMPAIGN
25-09-2026 09:27 - EVENTS
From a conversation over a pint to the birth of a car company: the story of the origins of the award-winning 4x4 is told from inside the legendary London pub, The Grenadier, mixing classic British humor, three unruly sheep, and a shower of sparks.“The Grenadier is an extraordinary vehicle with a one-of-a-kind story,” said Lynn Calder, CEO of INEOS Automotive. “Over the years, we’ve realized that when customers know our story, they truly understand the Grenadier: why it’s built this way, why it works this way.”
INEOS Automotive returns to its roots with the new “Grenadier Origins” campaign, led by a short film with a symbolic title: Born in a Pub, Built for More.
The short film is set in The Grenadier pub in London – the place where it all began and from which the vehicle takes its name. The story of how this award-winning 4×4 came into the world is told through the sharp and ironic voice of the pub’s long-time owner.
Meanwhile, within the pub’s walls, a vehicle is assembled from scratch: sparks fly, the sheep demand attention, and the “swear jar” does its job.
In just 60 seconds, Born in a pub, Built for more sums up the Grenadier’s journey from the initial idea to full-scale production.
A journey that started with the vision of Sir Jim Ratcliffe – one of the UK’s most successful entrepreneurs, always passionate about adventure and off-roading.
Ten years ago, Ratcliffe spotted a gap in the market: there was no authentic, tough, and tireless off-roader, yet one that could offer the comfort and refinement modern drivers expect.
In response, he decided to start a car company from scratch to make it happen.
Lynn Calder, CEO of INEOS Automotive, commented:
“The Grenadier is a An extraordinary vehicle with a unique history behind it. Over the years, we've learned that when customers know our origins, they truly understand the Grenadier and the design and engineering choices that define it. I believe the film hits the mark perfectly, and I can't wait to see the campaign out there."
Since production started in 2023, over 35,000 customers in more than 50 countries have been using their Grenadiers for adventures, work, and everyday life.
Designed to take people and gear wherever they want to go, the Grenadier has earned recognition worldwide thanks to an unmatched combination: exceptional off-road capability, on-road comfort, and practical versatility like no other.
INEOS Automotive returns to its roots with the new “Grenadier Origins” campaign, led by a short film with a symbolic title: Born in a Pub, Built for More.
The short film is set in The Grenadier pub in London – the place where it all began and from which the vehicle takes its name. The story of how this award-winning 4×4 came into the world is told through the sharp and ironic voice of the pub’s long-time owner.
Meanwhile, within the pub’s walls, a vehicle is assembled from scratch: sparks fly, the sheep demand attention, and the “swear jar” does its job.
In just 60 seconds, Born in a pub, Built for more sums up the Grenadier’s journey from the initial idea to full-scale production.
A journey that started with the vision of Sir Jim Ratcliffe – one of the UK’s most successful entrepreneurs, always passionate about adventure and off-roading.
Ten years ago, Ratcliffe spotted a gap in the market: there was no authentic, tough, and tireless off-roader, yet one that could offer the comfort and refinement modern drivers expect.
In response, he decided to start a car company from scratch to make it happen.
Lynn Calder, CEO of INEOS Automotive, commented:
“The Grenadier is a An extraordinary vehicle with a unique history behind it. Over the years, we've learned that when customers know our origins, they truly understand the Grenadier and the design and engineering choices that define it. I believe the film hits the mark perfectly, and I can't wait to see the campaign out there."
Since production started in 2023, over 35,000 customers in more than 50 countries have been using their Grenadiers for adventures, work, and everyday life.
Designed to take people and gear wherever they want to go, the Grenadier has earned recognition worldwide thanks to an unmatched combination: exceptional off-road capability, on-road comfort, and practical versatility like no other.
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