Ineos Takes Sales Battle to China

While Chinese automakers are poised to flood European markets with their products, one British brand is planning a market invasion of its own as Ineos begins trading in China.

The niche off-road brand, blending old-school Land Rover Defender-inspired rugged design with German powertrain technology, is opening four outlets in the world’s largest automotive market.

Spearheading the sales assault is the brand’s go-anywhere Ineos Grenadier powered by a BMW turbocharged 3.0L inline-6 in both gasoline and diesel versions.

The automaker’s new stores in Beijing and Chengdu are already welcoming customers, with sites in Shanghai and Guangzhou opening within the next four weeks.

Ineos says it has spent two years planning the move into the Chinese market including establishing a national sales company and recruiting a team to work with local retail partners.

The first wave of customer deliveries will start before the end of October with pricing starting at RMB 808,000 ($114,976).

“Over the past 18 months, the Grenadier has been met with an incredibly positive response from every market we’ve launched in, so we’re thrilled to now bring it to China,” says Lynn Calder, CEO of INEOS Automotive. “In a market bursting with new homegrown EVs and driverless vehicles, we’re introducing something very different, very eye-catching, counter to the prevailing trend.”