Great things come to those who wait. At least, that is what we discovered last month when Driven sat down with the leadership of INEOS Automotive at the company’s official launch in Southern Africa at their new flagship dealership at the V&A Waterfront in Cape Town.
South Africa’s luxury off-road market continues to grow, and here to capture some of this burgeoning sector, INEOS Automotive officially launched in South Africa with a glittering opening at their new facility in Cape Town.
Although nearly six months after its intended introduction date, the INEOS Grenadier is officially here for those off-roaders for whom luxury, quality, and reliability are non-negotiable. Incidentally, according to Lynn Calder, CEO of INEOS Automotive, the delay was due to INEOS wanting to be sure that the Grenadier was 100% market-ready.
If the two million kilometres of testing that INEOS has put the Grenadier through during its development is any measure, the Grenadier is undoubtedly ready to tackle everything Africa can throw at it.
NEW NAME, NEW VISION
Sir Jim Ratcliffe’s original vision was to create a go-anywhere off-roader that can survive the African continent, the company now casts a wider net to include additional vehicles beyond just the Grenadier, and has rebranded as INEOS Automotive for this purpose.
In Southern Africa, the newly minted automaker’s local headquarters is the centrepiece of the recently renovated ‘Pier District’ of the V&A Waterfront. The site includes a flagship SMG dealership and 4×4 track along the seafront for customers to test drive the Grenadier, with the iconic Table Mountain as a backdrop. The surrounding development is served by helipads used mainly for helicopter tours of the peninsula, further adding to the dynamic experience for visitors.
Not that most Grenadier buyers need to experience the vehicle before purchasing, but getting up close and personal with this modern legend on a purpose-built track is a lot of fun. According to Calder, INEOS’ global order books for the Grenadier are already full, mostly with buyers who have not even seen a vehicle.
THE FACILITY
“The INEOS Grenadier was built with African journeys in mind, and right from the start, we knew this brand wasn’t suited to an office park, especially not in South Africa. We were looking for something exceptional, and we found it,” says Tim Abbott, Head of Region for INEOS Automotive Sub-Saharan Africa.
At the official opening, INEOS Automotive CEO Lynn Calder, Commercial Director George Ratcliffe and Sub-Saharan Head of Region Tim Abbott were joined by VIP guests that included Alan Winde, Premier of the Western Cape, Colin Leeman, British Consul General in Cape Town, and Mike Mabasa, CEO of the National Association of Automobile Manufacturers of South Africa.
According to Calder, “This is the ideal location for our SSA headquarters as it perfectly captures the brand’s spirit of adventure. We want our customers to get the best possible experience with the Grenadier, and this test track allows them to put the car through its paces with the same challenges as some of the harshest off-road conditions.”
HELLO GRENADIER
Combining rugged British spirit and design with German engineering rigour, the INEOS Grenadier is a tough, go-anywhere off-road 4X4 with the modern comfort, refinement and quality standards expected by today’s drivers. Manufactured at INEOS Automotive’s manufacturing facility in Hambach, France, the Grenadier has now been joined in South Africa by the recently launched Quartermaster, a double cab bakkie.
George Ratcliffe, INEOS Automotive Commercial Director, who has substantial experience in off-road travel across Africa, said: “INEOS Automotive was formed to deliver a truly capable vehicle that can be used daily but needs no modifications to cross difficult terrain in search of truly spectacular destinations. It’s built for modern explorers, and this location perfectly captures that purpose.”
As impressive as the Grenadier is, the company revealed that INEOS is in the advanced stages of developing a smaller battery-electric SUV, and that their research into hydrogen vehicles is “at an advanced stage”. When, and if, any of the future vehicles will make their way to South Africa in the future remains to be seen, although INEOS seems to be planning for any eventuality, with two additional dealerships (in Durban and Gauteng) and as many as five service centres on the cards for South Africa soon.
LAST WORD
The new INEOS Automotive SSA headquarters and flagship SMG sales and service partner is located at the Helistop on East Pier Road at the V&A Waterfront and is now open to the public. The V&A Waterfront is situated in the oldest working harbour in the southern hemisphere and is one of the most visited destinations in Africa. The 132-hectare complex also features residential properties, art museums, fine dining, and retail districts. It welcomes millions of visitors from around the world each year.
Report by BERNIE HELLBERG JR | Images © INEOS AUTOMOTIVE
