The Royal Family... wether you love em or loathe em, there's no denying that a switch from Defenders to Grenadiers on the Royal estates would be a PR triumph for Ineos (and a catastrophe for JLR)...
c/o The Daily Telegraph UK (paywalled)
c/o The Daily Telegraph UK (paywalled)
"Aston Martin and Ineos said to be tempting monarchy with their own offroaders over the traditional JLR choice. Land Rovers have become so synonymous with senior royals that it has been said they are “part of the Royal family’s DNA”. The late Duke of Edinburgh was so attached to the vehicles that he spent years modifying one especially to carry his coffin at his funeral. But now it appears that a battle for the King’s affections is being played out behind closed doors with two rival British manufacturers knocking at his door. As the royals enjoyed their traditional break at Balmoral this summer, they had the run of both a new £65,000 Ineos Grenadier 4x4 and a state of the art £160,000 Aston Martin DBX707. Several members of the family are understood to have taken them out for a spin, including the King, Prince William and Peter Phillips. The vehicles were kept on the 50,000-acre Aberdeenshire estate and were not driven to church..."