THE BREAKDOWN
- Ineos sales are up 20% in Q1, year over year.
- The increase is mostly driven by fleet sales.
- Fleet customers include the Kenyan Red Cross, European police and fire agencies, and Hertz.
Ineos sales are on the upswing after three years on the market. In its latest Q1 sales reports, the rugged truck upstart posted a significant 20 percent increase in sales year-over-year, driven mostly by fleet sales of its Grenadier and Quartermaster trucks.
For those unfamiliar, the Grenadier SUV and Quartermaster pickup are rugged trucks modeled after the old-school Land Rover Defender. Using BMW powertrains, specifically its 3.0-liter turbocharged inline-six and ZF eight-speed transmissions, Ineos tries to blend modern powertrains and tech with classic looks and confident capability.
And that ruggedness is proving popular with buyers looking for a simple, easy work truck. Ineos says its fleet sales include the Kenyan Red Cross, fire rescue, and police agencies in Europe, and Hertz rental fleets in the US–the latter of which is definitely one of the toughest jobs on earth. Ok, I’m joking, but it does indicate a degree of confidence in Ineos’ ability to make a reliable, easy-to-use product.
There’s also no denying the popularity and simplicity of the trucks. Originally conceived as a way to bring the old Land Rover Defender to market, the trucks are 4x4 first and luxury second, fitting more into a nicer Jeep niche than a proper luxury SUV.
Because of the commitment to the idea, they also present quite fashionably and look extremely cool compared to the polished, ultra-modern stuff on sale today. Early teething issues and some reviewers criticizing the trucks' truckiness may have slowed things down, but this might be a sign of increasing momentum.
Motor1's Take: It takes years to build the kind of reputation a truck needs for fleet use, so this is a good indicator of the truck’s long-term durability. Time will tell, however, if it survives the average American car rental agency.
