Ineos signals worrying strategies

holdmybeer said:

That's wild. In North America, the "tradesman edition" of a truck or van implies entry level of trim. i.e. the cheapest edition, ready for customizing or hard use, so carpets, headliners, upholstery, sound systems, sound proofing, wheels, etc. are very basic.

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DaveB said:

Here's your American style utes used in Australia followed by Toyota equivalents.

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parb said:

I agree with this but brand promise is a real thing and any business owner thinks long and hard about what promises a brand makes to its customers.

It's incredibly hard to deliver a capable overlanding brand promise that also is a luxury high $$$ brand. Even the AMG/MB brand split struggled with this forcing Mercedes to move it's entire g class solidly into the luxury category after trying to thread that needle between utility and luxury for years.

Of all business strategies available for brand extension available to Ineos I think the hardest is to make a trim like arcane works help them reach a new buyer and creating a new brand promise and extracting Bentley type of dollars.

I also don't think that Ineos the company nor it's executive leadership have faced these types of questions before.

As I said it worries me. I worry that in the end it becomes another shopping mall crawler SUV that competes with the Porsche cayenne or the Bentayga because that's where the dollars are. I don't really identify with that buyer group and I really identify with the Ineos brand promise of rugged capability that has been told to me over the past few years as I followed along in development.

Final point. I wish to thank everyone for the civilized discussion. I enjoy hearing all of your viewpoints.

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DaveB said:

I still see people who have the seat wound back and low down like a sports car, they seem to always have a problem with the Grenadier.
A couple of months ago I ran into one of the owners in Brisbane who was complaining about the seat.
I adjusted his seat to my position and he said it was strange, like driving a bus, but after a week he said he loved it.

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