How the Ineos Grenadier sales model differs from the norm
To prime the network, Ineos has been pre-selling the Grenadier globally since July 2021 using Ineos' online configurators, presentations at shows and events and invitation off-road ride-events, which together are said to have established an order bank of “over 15,000” reservations, each backed by a £450 refundable deposit.
“Our agricultural dealers are highly sophisticated and super experienced,” adds Pearson, “and are used to sending technicians into the field to repair equipment at short notice, often with their own fleet of vans.” The agricultural dealers are significant commercial hubs, too, combining equipment sales with countryside supplies and groceries. “Chandlers in Lincolnshire is a great example of that,” he adds, “they have ashowroom, a pick-up business, an agricultural business and Massey Ferguson sales, but are also a country store business with animal feed, groceries, and 60 to 80 people going through there every single day. So being linked with other businesses completely works for us.
Shopping local might well be the secret of success for Ineos, selling a specialised 4x4 right into the market where its customers are clamouring for a new rugged vehicle to fill a market niche that evidence suggests is ripe and ready for picking.“When Ineos came along, we were very quick to link into them. We have lots of customers who are ex-Defender and we’ve a lot of clients looking for a rugged replacement for that vehicle,” said Justin Nichols, managing director of Compass Tractors.