INEOS Automotive wanted to fill a gap in the market for a workhorse 4X4. They needed a partner to help get the brand – and the business – off the ground.
We helped build the Grenadier brand from the ground up. Working closely with the business from the very beginning, we were determined to buck industry conventions. So, we steered away from the crowded lifestyle market and first focused instead on a ‘utilitarian’ audience – farmers, foresters, estate managers. We then established a brand positioning that planted the Grenadier firmly in this territory. This led us to a bold look and feel, and a non-nonsense tone of voice – all summed up by the ‘built on purpose’ mantra that hammers home the vehicle’s utilitarian character.
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