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the hard-core off-road vehicle market has welcomed a new player.

on september 25, the ineos grenadier off-road vehicle was launched in the chinese market. the new car has three models, with an official guide price of 808,000 to 908,000 yuan. it is reported that the vehicle is positioned as a medium-to-large fuel-powered hard-core suv, equipped with a bmw b58 3.0t engine, a standard two-speed transfer case, a central differential lock, and a wading depth of 800 mm.

"the grenadier is a world-class 4x4 off-road vehicle built for daily life, long-distance driving and outdoor adventures. whether it is muddy roads, urban roads or high-speed driving, the grenadier can provide users with an excellent driving experience." lynn calder, global ceo of ineos automotive, said at the press conference.

public information shows that ineos automotive is a subsidiary of ineos group, a global petrochemical company headquartered in rolle, switzerland, which also has investments and businesses in the chinese market. it is reported that ineos founder jim ratcliffe founded ineos automotive because of his love for classic british off-road vehicles, and acquired the hambach plant in france in 2020, and officially mass-produced the ineos grenadier in october 2022.

at present, ineos grenadiers has been launched in more than 40 countries and regions around the world. peng mingshan, general manager of ineos automotive china, said in an interview with the daily economic news: "in china, the launch of grenadiers is not only the entry of an automobile brand, but also the beginning of deepening market development."

peng mingshan said: "china's automobile manufacturing has made rapid progress in the past two or three decades. currently, there are more than 400 new energy brand models and more than 100 brands (in the chinese market). under the current circumstances, there are more possibilities to explore a gasoline engine than an electric car. moreover, we have only established this company for two years. china is the first sales company established by the group in asia."

it is understood that ineos grenadiers sales and service centers in beijing and chengdu are already officially open for business, and the sales and service centers in shanghai and guangzhou will also be ready within four weeks. the first batch of chinese customers who have placed orders can pick up their cars at the end of october.

at present, the competition in the domestic off-road vehicle market is becoming increasingly fierce, and the ineos grenadiers face considerable challenges in entering the market at this time. according to incomplete statistics from reporters, in the past year, many new vehicles have been launched in the domestic off-road vehicle market, including the second-generation haval h9, the 212 off-road vehicle t01, and the ford mustang sv7, with prices mainly ranging from 200,000 yuan to 800,000 yuan.

other data shows that the super luxury brands, which have shown a continuous growth trend in the past few years, have begun to decline since 2023, and have accelerated their decline in the first eight months of this year, falling 49% year-on-year to 4,291 vehicles.

faced with numerous competitors and falling sales of super luxury brands, peng mingshan believes that the ineos grenadier has a clear positioning and is designed for high-end consumers who pursue unique experiences and a spirit of adventure. its price itself is also not cheap, so it is not an affordable choice for all outdoor enthusiasts.

regarding the sales forecast of ineos grenadiers, peng mingshan believes that the key lies in doing a good job in brand promotion and ensuring that the brand information is conveyed to the target customer group. with the continuous enrichment and expansion of the product line, it will lay a solid foundation for the brand's long-term success in the chinese market.

peng mingshan revealed that the brand's next car is expected to be more urbanized, intelligent and popular than the ineos grenadiers.

daily economic news