- Ineos sales rose 20% in Q1, year-on-year.
- This increase was largely driven by fleet sales.
- Fleet customers include the Kenya Red Cross, European police and fire departments, and Hertz.
Ineos sales are increasing after three years on the market. In its latest Q1 sales report, the rugged new truck posted a significant 20 percent year-over-year sales increase, driven largely by fleet sales of 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 a 3.0-liter turbocharged inline-six and a ZF eight-speed transmission, Ineos tries to combine modern powertrains and technology with classic looks and confident capability.
And that toughness has proven popular with buyers looking for a truck that’s simple and easy to use. Ineos says its fleet sales include the Kenya Red Cross, fire rescue and police agencies in Europe, as well as Hertz’s rental fleet in the US – the latter clearly one of the toughest jobs in the world. OK, I’m kidding, but this shows a level of confidence in Ineos’ ability to make products that are reliable and easy to use.
The popularity and simplicity of trucks is also undeniable. Originally designed as a way to bring the old Land Rover Defender to market, the trucks were 4x4s first and luxury second, more suited to the fancier Jeep niche than true luxury SUVs.
Because of the commitment to the idea, they also come quite fashionably and look very cool compared to the luxury and ultra-modern items sold today. Early problems and some reviewers criticizing the truck’s truckish nature may have slowed its development, but this may be a sign of increasing momentum.
Motorcycle Pickup1: It takes years to build the reputation a truck needs for fleet use, so this is a good indicator of a truck’s long-term durability. However, time will tell if the agency can hold its own against the average American car rental agency.
