Sir James Ratcliffe, a British millionaire, has joined the Kenyan automotive market by appointing a dealer to distribute the Grenadier, a 4×4 utility vehicle that mimics the original Land Rover Defender.
INEOS Automotive, which is owned by the same billionaire that financed Eliud Kipchoge’s 2019 special marathon, has hired Wooton Automotive to sell the newly built automobiles exclusively in the local market.
“We have worked diligently for over a year to locate retail partners that share our passion and excitement for the Grenadier,” said Tim Abbott, INEOS Automotive’s head of South Africa and Sub-Saharan Africa, in a statement.
“They understand 4X4 consumers and their needs, and they have a demonstrated track record of providing great customer support. We look forward to providing Grenadier clients with the information, assistance, and support they require in collaboration with our regional partners.”
Technical specifications and approximate price for the INEOS Grenadier in Kenya will be finalised by the end of April, with order books opening in May, according to the company.
The INEOS Grenadier will be powered by three-litre diesel or petrol engines produced by the German carmaker BMW and will feature automatic transmission.
According to UK media, a five-seater version of the automobile might start at £55,000. (Sh8 million). The pricing in Kenya is projected to be higher due to import charge of 25% and other levies.
The latest Land Rover Defender, which is offered by Inchcape Kenya, may cost up to Sh20 million. According to the Kenya Motor Industry Association, 17 Land Rover Defenders were sold in Kenya last year.
The current version of the British automobile brand offers more technology and luxury amenities than its predecessor, whose manufacture halted in 2016 owing to tighter European emissions rules.
Sir Ratcliffe, who has a net worth of $16 billion according to Forbes, began the process of bringing the INEOS Grenadier to market in 2017. He claims that the vehicle will fill a void created by other automakers.
The car is described by INEOS Automotive as a dependable 4×4 capable of handling off-road conditions.
The hiring of Wooton Automotive is part of INEOS Automotive’s ambition to have 200 sales and service locations for the Grenadier throughout 50 countries, including established dealer groups, 4X4 specialists, and agricultural equipment dealers.
INEOS Automotive is a division of the INEOS Group, a global producer of petrochemicals, speciality chemicals, and oil products. INEOS had around $61 billion in revenues in 2019.