The Rise of Ineos: Is Ineos Capitalizing on Land Rover’s Pickup Absence?

This is actually an interesting topic. You see, JLR (Jaguar Land Rover) stopped production of the Land Rover Defender a while ago for some reason. There was another company trying to make a new Defender, though. Why? Well, the owner of that company really liked the Defender and was upset when it was discontinued, so he decided to make a new version. That's how the Grenadier came to be.

It's actually pretty simple when you break it down. Land Rover probably sees the pickup market as unprofitable, which is why they didn't want to continue it. If they thought it was worth the money, I doubt they would let other brands like Ineos take a shot at it.

Plus, I think Land Rover pickups are a bit of a niche product. Not everyone’s interested in them, and most people will opt for cheaper, more common trucks. I’m not sure how much they cost, but I’m willing to bet they’re way more expensive than the typical pickups, so if Ineos takes over that market, Land Rover probably doesn’t see it as a huge issue. It’s not exactly a mainstream vehicle anyway.

A quick Google search shows the latest Defender is priced around $50,000, and I don’t think their pickups would cost less than $40,000. On the other hand, there are plenty of mid-size trucks that can compete with the Defender, so letting Ineos take the lead makes sense. At least it will remain more of a niche product.

Ineos sells a pickup version of the Defender called the “Quartermaster,” which starts at $66,000. At that price, I don’t think it’s on the same level as an F-150 or Silverado; it’s a niche vehicle that only certain people would buy. Those willing to spend $66,000 for a “better” Defender are more likely to go for other pickups that make more sense financially.

It was a tactical move. Land Rover probably figured their pickups wouldn’t last, given how strong the competition is, so they let other companies take over. With Ineos, though, there’s still some value that justifies the $66,000 price tag. Most people wouldn’t buy it if it was still a Land Rover. The brand itself plays a huge part, and those who buy pickups tend to prioritize function. But only people who are really into Land Rover will drop that kind of money for it. In general, their pickups are pretty much the same as other mainstream models, which are way cheaper.

You also have to keep in mind that people who buy this truck generally don’t care about the price—they’re fine paying a premium for it. The manufacturer can get away with charging that much. I mean, those who want another Defender know exactly what they want and are happy to pay more. It’s not just any regular SUV; for some people, it’s a status symbol. It seems like Ineos did well until JLR got upset a while back and asked them to stop making it. But I don’t think that’s gonna happen. Ineos has a strong PR team, and as far as I know, they didn’t break any rules. They didn’t copy the Defender; they just made something based on it. I’m not totally clear on the legal side, but you get the idea.

I’m not a fan of Land Rover—I don’t really like British cars in general—but letting Ineos sell the Defender pickup was the right call. At least Ineos still brings something unique to the table compared to Land Rover, and those who buy it can justify the price. That wouldn’t be the case if it were still under the Land Rover brand.