The Ineos Grenadier made its debut on the local scene at the beginning of last year and is already eyeing the military, mining and construction sectors.
Getting into a competitive market with Ford, Toyota and Nissan is no walk in the park.
Ineos is, however, learning and it takes time, says Gilles Masier, Ineos Africa regional manager.
During a recent visit to Namibia to familiarise himself with the brand, which falls under M+Z Motors, Masier spoke to Top Revs about the Ineos Grenadier’s first two years in Africa.
“It takes time to get traction, to get credibility, but that is not a problem, as we are here for the long term. We want to establish ourselves in the right way,” he said.
The Ineos Grenadier was just a dream on a napkin in a pub in England, called The Grenadier, not too long ago.
Only after a substantial amount of money was spent on research and development, the vehicle was ready to roll out.
Although the vehicle is still unknown to many and often confused with the old Land Rover Defender since it has a similar shape, it has been built up from scratch with its own unique DNA.
Masier said the brand is pleased with the progress it is making in the 4×4 market.
Kenya, South Africa and Namibia are some of the first countries in Africa to have received the go-ahead to market and sell the brand.
Penetrating a brand-orientated and conservative market like Namibia was not easy, Masier said, as Namibians are known to stick to the brand they grew up with.
Since the Grenadier was made with Africa in mind, the vehicle’s applications are endless, he said.
“In the coming years, we want to start penetrating the commercial sector and we think the Grenadier is the ideal vehicle for mining, the government, the police, the army, the construction sector and even border patrol.”
The vehicle’s off-road capabilities and rugged design makes it perfect for future roles, Masier said.
Apart from the SUV shape, the vehicle is already available in a double-cab version focused on farming, construction and over-landing.
It was designed with as little electronics as possible, since this often fails in the remotest of areas, leaving owners stranded.
The Grenadier comes with a powerful three-litre, six-cylinder petrol or diesel motor.
The eight-speed Automatic ZF gearbox makes it a formidable vehicle that “ain’t deterred by any terrain”.
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