Expand the range to increase sales? No, the Ineos strategy It doesn’t seem to be this. At least not for the moment: it seems that the British brand is planning a significant shift towards the top of the market, focusing on segment of the premium off-roader to rival the likes of the Mercedes-Benz G-Class.
Ineos, focus on Grenadier
The focus will therefore be mainly on Grenadieron which there are also some ongoing discussions regarding the price. “The main feedback from dealers is that our Grenadier is too cheap – it needs to be more expensive for the amount of cars you get. – commented Ineos commercial director George Ratcliffe to Autocar – They want to sell it at a higher price“.
Off-road strategy changes
A change of strategy on the fly then, since Ineos had initially planned to launch a small urban model the size of the Jeep Avenger and the 100% electric version of Fusilierthe model presented earlier this year but subsequently postponed indefinitely. “What we wanted to achieve previously is no longer possible. – added Ratcliffe – When we started the Grenadier project, what we said was, ‘We’re going to build a really affordable, easy-to-repair utility vehicle that will be useful to farmers.’ It’s a gap in the market. But with the modern world and what we need, so engines, rules on safety and pedestrian protection, CO2 emissions and vehicle regulation, it is no longer possible to do that”.
The Fate of Fusillier
And speaking of reduction of CO2 emissionsRatcliffe himself did not rule out a sales restriction in some markets, such as the United Kingdom. A theme closely related to the postponement of the Fusillier: the CEO of the British manufacturer said that the expected deliveries of the model would have brought the company over the threshold required to be considered a “small” manufacturer, so less than 10,000 cars or 22,000 vans sold each year. “Without the Fusilier we have a little more flexibility since we have a little more capacity to sell up to a small producer, and it doesn’t matter if we sell petrol, diesel or electric cars – concluded Ratcliffe – By selling fewer electric cars we can deliver more Grenadiers and keep the same CO2 emissions limit. But when we want to exceed that target, we need to have something that lowers our average.”
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