How Ineos Is Planning Growth: Balancing Demand And Tariff Uncertainty

Forbes

12-05-2025

Ineos Grenadier exhibit at the New York Auto Show
'The U.S. has a strong car culture,' says George Ratcliffe, president of the Americas for Ineos Automotive, which makes it the perfect place for this rugged yet bespoke off-road brand to flourish. Adding price protections will guarantee that as uncertainly roils the automotive market, or at least that's what Ineos is hoping.
But first, the company has to navigate the waters of heated competition, building a dealer network and the always fluctuating issue of tariffs. 'With or without tariffs, the message is the same: we're growing a new brand and we've really got to look after our customer first,' Ratcliffe told us.
The first message from Ineos is that it will extend price protections to fortify that customer relationship. The company will limit tariff markups to 5%. This represents quite a discount on both the Grenadier SUV, subject to a 25% tariff because it's built in Hambach, France, and the Quartermaster pickup truck, subject to an additional 25% tariff thanks to the 'chicken tax' levied on imported pickup trucks.
The strategy is designed for long-term growth, Ratcliffe told Forbes. With more than three million pickup trucks sold in the U.S., Ineos believes that even a small share of the market can be quite lucrative and key to the company's growth. In 2024 the U.S. represented 65% of Ineos' global sales.
The Sewell Ineos dealership in Dallas, Texas
After a very strong launch in the U.S., Ineos Automotive is fortifying its U.S. market position with new leadership, an expanded dealer network and new offerings. Late in 2024 the company added Gregor Hembrough, formerly head of Polestar's U.S. operations, as executive vice president of U.S. operations, and is moving the company's headquarters to Montvale, New Jersey, from Raleigh, North Carolina.
The move will give Ineos Automotive a strategic advantage. 'The automotive competence is in that area,' Hembrough said. 'All the big automotive manufacturers from Europe are in that area,' and it makes for an easier commute to Ineos's headquarters in London and manufacturing plant in France.
Ineos is also growing the strength of its dealership network, not only expanding the current network of 32 dealers to 41 by the end of 2025, but by ensuring their dealers are truly partners. 'We want partners that want to grow the brand, who are passionate about the product,' Hembrough told us. Ineos is looking for a collaborative approach, which the company sees as the best way to serve the buyer.
Ineos Grenadier Arcane Works editions offer a higher level of luxury, customization and more ... More capability
Enhancing its sales model is the ability for customers to build truly personalized versions of the brand's SUV and pickup truck, a strategy that has elevated both sales and revenue for ultra-luxury brands like Aston Martin and Rolls-Royce. Ineos models which start at just under $80,000, can quickly double in price with color-matched paints, bespoke interiors and customized accessories and equipment.
Ineos' Arcane Works is the first sub-brand from the carmaker, and will offer limited series SUVs and trucks and introduce high quality customization. The Detour, for example, has a limited run of just 200 and is hand finished in the U.K., requiring 150 hours to craft each one. Customers can also order a rally version of the Grenadier, designed for the most extreme terrain and weather.
Ineos has set high expectations for sales growth, despite the challenges; the company is targeting 50% growth in the U.S. this year. And if Rolls-Royce and Aston Martin, which are seeing order rates of more than 50% for highly personalized models, are any indication, the Ineos future is both bright and exciting.