INEOS Automotive Launches 'Them vs Us' Campaign Targeting Land Rover's Defender
INEOS Automotive, led by CEO Lynn Calder, has launched a provocative marketing campaign targeting Land Rover's new Defender. The campaign follows a legal dispute in 2018, which INEOS won in 2021, allowing the production and sale of its Grenadier 4x4 to proceed.
INEOS Automotive, under the leadership of CEO Lynn Calder, has initiated a bold marketing campaign to differentiate its Grenadier 4x4 from other SUVs and crossovers. The campaign, titled 'Them versus Us', aims to highlight the unique features and heritage of the Grenadier, which was conceived to fill the gap left by the previous-generation Land Rover Defender that ceased production in 2016.
Calder, who joined INEOS Automotive in 2022 after serving as CEO of INEOS Composites and Commercial Director of INEOS Phenol, has overseen the development and launch of the Grenadier. The campaign is seen as a response to unsuccessful legal challenges by Land Rover, which argued in 2018 that the Grenadier's design copied that of the Defender. An Ineos advertisement features a dirty Grenadier head-to-head with a clean new-generation Defender, symbolizing the campaign's intent to draw a line in the sand and clarify that Ineos is not trying to be like other car manufacturers.
In a recent move, Ineos towed a billboard featuring the same image past JLR's UK headquarters in Solihull, further emphasizing its commitment to the campaign and its stance against Land Rover's legal challenges.
With the legal dispute settled in its favor, Ineos is now focusing on establishing the Grenadier's identity in the market. The 'Them versus Us' campaign, led by CEO Lynn Calder, is a clear statement of Ineos' intent to carve out its own niche in the 4x4 segment, distinct from other SUVs and crossovers, including the new-generation Land Rover Defender.
