First Ineos Grenadier Models Delivered In The Coolest Way Possible

With the Grenadier finally rolling off the assembly lines, Ineos obviously had to get cars to customers, but a standard delivery to a dealership just wasn't good enough. Ineos will have only the best dealers in the USA, but the first batch of deliveries had to be remarkable.

No, the brand decided the best way to show off and get some of the first vehicles to owners was by creating the 'Hard Way Home' campaign for three lucky owners to take delivery of their cars in Morocco's Atlas mountains before heading on a grueling off-road journey home.

The "delivery" would see the new owners traverse some of the most dangerous roads on the planet during freak rain and snowy conditions that genuinely made the ordeal a one-of-a-kind vehicle delivery experience. Land Rover better be careful. With moves like this, the Grenadier appears to be out-Defendering the Defender.

"We wanted to celebrate the handover of the first Grenadiers with a once-in-a-lifetime expedition for three lucky customers," explains Lynn Calder, CEO of INEOS Automotive. "It was an innovative campaign to engage our customers and followers. It was always intended to be a challenging trip, enabling the Grenadier's capabilities to shine, but the whole team got far more than they bargained for."

The 'Hard Way Home' campaign was only open to the earliest British reservation holders. The company asked those interested to post off-roading videos to social media, with the finalists being voted on to see who would take ownership of their vehicles in Morocco. Finally, Gemma, Zahid, and Ingemar were chosen for the once-in-a-lifetime opportunity.

Once the three owners received their vehicles in Morocco, they faced a daunting journey that would take them on and off-road for thousands of miles as they drove all the way to their homes in the UK and Austria.