Retail Marketing Manager

[Shopkeep]

I think your market is idiosyncratic contrarians, people who don't want a G-Wagen / Lexus / Toyota / Jeep because that's the safe and obvious choice and they don't make safe and obvious choices. People who prize individuality and independence over conformity and pack mentality. Not sure how big that market is, but they made the vehicle before they correctly identified the target market and you are stuck with it. Trying to push this thing upmarket without a ground up redesign is bound for disappointment.

BTW I love my Grenadier to bits and would not be seen dead in a G-Wagen / Lexus / Toyota / Jeep, but I am an idiosyncratic contrarian.

 

[C-Mack]

I’m glad the Grenadier is not a Jeep, Toyota, Land Rover or G-Wagon and I mean no disrespect to those brands. The niche for the Grenadier is clearly somewhere in the middle of all these other brands/vehicles. Question is, are there enough consumers in such a narrow market segment who will stick with the Grenadier? I hope so, but to pull folks in from those other brands the Grenadier will likely have to give up some of its unique personality.

Going down market will hurt its mechanical robustness and make it more of a commodity type vehicle for the masses. Going up market, loading it with more trinkets and shinny bits just makes it an expensive statement vehicle for wealthy people to impress their unimpressive friends which seems like a waste. Maybe, Ineos holds the niche it has and continues to improve the vehicle and make it overall as reliable as possible so consumers who value quality are drawn to it.

A much harder road to travel for a brand no doubt but in todays age where everything is throw away ready I’ll hang with a company which is trying to build things that last. Time will tell assuming the automotive market doesn’t continue to throw us the curve balls it has of late.

 

[MileHigh]

Red Noland is doing it right. Great pre and POST sale support and activities. That I think is your key, the community as some others have mentioned.

Not sure what your position would be and how much of the actual message you’d be crafting.

I see two things to stress.
1. Is that this is the off-road vehicle that you’d build if you had to design one from scratch. Tell the story of the Grenadier pub from different angles- that is why this is different. The ‘built for purpose’ is pretty close
2. This isn’t the vehicle that is the adventure- it isn’t an extreme rock climber, or mud puppy. It is the vehicle that GETS you TO the adventure. Gets you to the fishing hole, the middle of nowhere, the top of the mountain trail. Where the fun starts.

The other thing is that it seems that the social media program is pretty weak. If you aren’t/can’t do major media, you have to do social media- and the posts on x get tens of responses…

 

[Lars]

1. Is that this is the off-road vehicle that you’d build if you had to design one from scratch. Tell the story of the Grenadier pub from different angles- that is why this is different. The ‘built for purpose’ is pretty close
2. This isn’t the vehicle that is the adventure- it isn’t an extreme rock climber, or mud puppy. It is the vehicle that GETS you TO the adventure. Gets you to the fishing hole, the middle of nowhere, the top of the mountain trail. Where the fun starts.

#1 Hasn't that been the whole Ineos marketing plan so far? They dumped the 'built for purpose' six months ago and now they 'build it for more'...
#2 A Subaru can take you those places; you don't need a vehicle 'built for more'

 

[Max]

Was doodling some ideas down this morning of a few of the marketing gaps are from my perspective (Will be adding more):

• Luxury or Utility? Needs clearer positioning on if it's a luxury vehicle. In my opinion I think it is for the price it's currently at.
• Better sales look: Belstaff-designed uniforms??? > A lot of what I've seen looks like they still sell Jaaaaagggggsss.
• Dealer clubhouses? What happened to that concept? I recall them being a place for people to talk shop for hang out before going on a trip.
• Social media needs work: Dealers need better content that matches the brand. I've looked at all the dealer content and feels very haphazardly put together. (my background is in marketing, social growth, and brand positioning for reference)
• Built on Purpose: I've realized the vehicle is not built on purpose, but really "Built on Heritage"
• Post purchase comms: There needs to be a strong post purchase funnel so you feel like you are now part of an elite club once you own one. Maybe that could be in partnership with the forum???
• Top of Funnel awareness: Not many people seem to still know what this vehicle is, could being house cars at particular hotels help with awareness and positioning?

Ineos has the product—it's time for them to refine their messaging. Thoughts?

Just thought I might bring the thread back online.

I think you have a great opportunity to work with such a new automotive company Ineos Automotive Ltd which is only a part of the huge umbrella company Ineos. IA has a great product being the Grenadier with variants. I would strive to gain the position with the company before you fill your marketing Quiver. Go in with and open mind an empty canvas awaits. IA is evolving and will and have tried teasers it is a moving playing field so be ready but don't jump too high until you are there, my thoughts only and I wish you luck.

And just as an aside I have only once been contacted by an automotive group, that was to see if a letter I wrote to them could be published in their internal newsletter. Dealers or agents are normally first contact.