Amid the wave of electrification and intelligentization in China, INEOS, a rugged off-road brand from the UK, has chosen to go against the tide and further expand its luxury off-road presence in the Chinese market.
On December 2nd, INEOS Automotive's first flagship center in East China opened on Beijing West Road in Shanghai. This immersive experience space, adjacent to the Nanjing West Road business district, is designed with British industrial aesthetics at its core, integrating sales, service, and brand culture display.
As a long-term distributor of INEOS in China, Yongsan Group had previously established a city showroom in Taikoo Hui and an after-sales service center on Pinglu Road in Shanghai. The completion of this flagship center further strengthens its channel network in the high-end consumer circle in East China.
The emergence of INEOS Automotive continues the INEOS Group's pioneering spirit of "breaking boundaries." INEOS Group, a global leader in the petrochemical industry, reportedly operates in 36 business segments worldwide.
However, as a recognized niche model, INEOS Grenadier's decision to enter the Chinese market at this time is widely considered extremely challenging. Chen Jixiang, Executive Director of INEOS China, frankly stated that the brand's initial intention was to create a "contrarian" product. The uniqueness of the Chinese market lies in the fact that "users have higher requirements for the purity of extreme off-roading," and the Grenadier model was created precisely to meet this demand.
In fact, in the increasingly competitive hardcore off-road market, INEOS Grenadier, with its classic mechanical aesthetics, extreme scenario support, and niche market operations, is attempting to carve out a "niche but precise" path in China. As Chen Jixiang said, "We may not be able to satisfy all users, but we hope to provide a unique answer for those who pursue a pure spirit of exploration."
Mike Whittington, Global Chief Commercial Officer of INEOS, said that INEOS will adhere to "long-termism" in China rather than pursuing short-term sales surges: "Initially, annual sales may only be a few hundred units, but as the network improves, the future target is several thousand units."
It is reported that INEOS Automotive has established Grenadier Sales and Service Centers in key cities such as Beijing, Chengdu, and Shanghai. Adhering to a strategic vision of "long-termism and deep cultivation of China," INEOS Automotive plans to continue expanding its market presence in first-tier and core second-tier cities, and accelerate the improvement of its sales network and after-sales service system.