The CEO of the Ineos Chemical Group, Mr. James Ratcliffe, who has a net worth of $16 billion, has finally decided to get Grenadier into the African market, specifically Kenya, for the time being. The Ineos Grenadier is an off-road 4x4 vehicle that resembles many of the Land Rover and is also said to be its modern version. It is a French-manufactured vehicle; however, it is still under development, and its bulk production will start by July 2022.
Sir James Ratcliffe, however, has huge plans for the brand's launch in Kenya. It has hired Wooton Automotive to sell the Grenadiers in the local market of Kenya. Tim Abbott, the head of African regions at Ineos Corporation, said we have been looking for partners to pair up with our business for years. Getting trustworthy retail partners who are as keen as we are to launch the product in the market is a difficult task today.
He further added that Wooton Automotive is a reputed firm and is well aware of the specifications of the 4x4 vehicle they will be selling in Kenya. They are also known for the goodwill and customer service they provide. Authentic guidance and support are required from the company to make the people understand the vehicle. Thus together with Wooton, Ineos Grenadier will make sure every customer is satisfied once they have bought the car.
As everything is decided from production to retailing, it might be thought that the features and specifications are also out in public. However, the company has not revealed the vehicle's technical specifications or pricing. All are due by the end of April, with the orders taken somewhere in May. Some detailing of the car revealed is that it will have an automatic transmission system and will be a diesel engine-based vehicle. The BMW makers manufacture diesel engines. It is also best suited for off-road riding.
The media says that the five-seater Grenadier will cost around £55,000 in the UK. However, when taking the price to Kenya, it will cost much more, adding the taxes and customs duties that have risen to 25%. Compared to the original Land Rover, Grenadier is much more advanced and has premium features. Last year only 17 Land Rover Defenders were sold at Sh20 million all over Kenya as per the Kenya Motor Industry Association.
Land Rovers have stopped being manufactured since 2016. This is why Sir James Ratcliffe started working on Ineos Grenadiers in 2017, as he knew that someone had to fill the gap. There is a long-term plan once Grenadier enters the Kenyan automobile market. Sir James Ratcliffe plans to expand Ineos into 50 countries with over 200 sales in the beginning.
