Sir Jim Ratcliffe – Britain’s second wealthiest man, according to the latest rich-list rankings – has been hitting headlines of late for putting the wheels in motion in his takeover of Manchester United football club.
But that’s not the billionaire’s only project accelerating at pace.
The petrochemicals mogul has just announced a new model that is to be added to his Ineos Automotive vehicle brand – and in another body blow to Land Rover, he’s won the race to electrify a 4×4 with the unveiling of the new Fusilier.
Ineos Fusilier EV unveiled: An all-electric BEV and a range extender electric version (REx) which will use a small petrol engine to charge the battery when you can’t plug in to a charger.
On Wilton Row in Belgravia where The Grenadier pub is hidden away – the birthplace of Ratcliffe’s off-road- focused automotive brand – a crowd gathered on Friday for the unveiling of Ineos Automotive’s new SUV model.
The reveal of the new electric Fusilier model is a big moment for the hearty off-roader marque, not least because it beats rival Land Rover to the e-4×4 game.
Smaller than the combustion Grenadier model, the Fusilier is described as its ‘own being’.
You can see family traits in the boxy shape of the new offroader, but not too many design features have been taken over from the original Ineos 4×4.
The most notable design cue to transfer across is the seven-inch circular LED front and rear lights.
You can see family traits in the boxy shape of the new offroader, but not too many design features have been taken over from the original Ineos 4×4. The most notable design cue to transfer across is the seven-inch circular LED front and rear lights
Like a shortened version of the Grenadier, Ratcliffe admits there is a market for old-school 4x4s in urban environments. Its why you see so many older Land Rover Defenders in London
Yet, the Fusilier has a much more modern look than the heritage aspiring Grenadier.
You can clearly see the lifestyle SUV image that the Grenadier and Quartermaster pick-up models don’t share.
The curved windscreen, smoothed edges and active grille shutters say slick EV, but the exposed door hinges and boxed wheel arches hold onto the ruggish all-terrain provenance.
In terms of powertrains, it will come with two options: an all-electric battery vehicle (BEV) and – unusually – a range extender (REx).
The all-electric variant targets range is 249 miles, and the REx will add to that thanks to a supplementary combustion engine.
The REx will use the same electric motor as the all-electric BEV Fusilier but it’ll also have a small petrol that powers a generator to maintain the charge level of the battery when you can’t plug in.
The Fusilier will sit on the brand’s all-new bespoke ‘skateboard-style’ EV platform.
Co-developed with – and built by Magna – Samsung will be the official electric battery partner.
The reveal of the new electric Fusilier model is a big moment for the hearty off-roader marque, not least because it beats rival Land Rover to the e-4×4 game, with the iconic British marque still yet to confirm a launch date for a Defender (pictured) with electric power
The new Ineos Fusilier pictured at the media event for it’s unveiling outside the Grenadier public House in London on Friday
Sir Jim Ratcliffe – Britain’s second wealthiest man, according to the latest rich-list rankings – took the wraps off his car company’s new model just days after securing a 25% stake in Manchester United FC
Ineos hasn’t confirmed a date for the car to be on the road, but Ratcliffe estimated early-to-mid 2027 during the launch Q&A.
He explained the decision to make a range extender version has delayed the process.
Delayed or not, it firmly steals the thunder from Land Rover, who’s electric Defender is yet to materialise.
Range Rover is only imminently launching an all-electric Range Rover, though there are talks a battery-powered Defender could arrive next year.
Ineos and Land Rover have already come to blows in recent history.
The legendary British marque launched a string of legal challenges to scupper Grenadier’s production, attempting to trademark the shape of its Defender 4×4 to block Sir Jim Ratcliffe’s plans to built a spiritual successor to the iconic off-roader.
However, in 2020 courts deemed that the squared-off ‘look’ of the classic 4×4 is generic as form follows function.
Colours or range are yet to be confirmed ,but Sir Jim Ratcliffe estimates a range of around 249 miles for the all-electric version
Smaller than the Grenadier and Quartermaster models, The Fusilier brings across some design features like the boxy shape and rounded lights, but it has an lifestyle SUV look that places it firmly apart
Sir Jim Ratcliffe unveiled the Fusilier outside the pub he owns – The Grenadier – in Belgravia, London
But the Fusilier does more than pip Land Rover to the EV post; the REx variant is central to the story and positions Ineos Automotive in the car market before the 2035 ban on new petrol and diesel cars.
Since the inception of the Ineos Grenadier, businessman Ratcliffe and his team have shown that they beat to their own drum.
Whether that’s starting your own 4×4 brand when your bid to buy the rights to Defender fail, having a highly original cosy launch in a pub, or putting a marker down on your attitudes to EV adoption with a range extender model.
Ratcliffe said he intends to ‘question things instead of following like sheep’.
Believing that the future will be a mix of hydrogen, electric and some petrol and diesel cars, Ratcliffe wants to give people an option, seeing progress towards lower emissions as a win – a downright ban is neither realistic nor fair in his opinion.
The REx – Sir Jim’s choice when asked for a preference between the two – is ‘an improvement’ towards tackling global warming.
Lynn Calder, chief executive, added that the two choices mean ‘drivers can vote with their feet’.
And the two Fusilier offerings do play to different drivers’ wishes.
The Fusilier will sit on the brand’s all-new bespoke ‘skateboard-style’ EV platform. Its underpinnings are very different to that of the Grenadier
Ineos Automotive CEO, Lynn Calder (left), says the availability of two electrified powertrains means ‘drivers can vote with their feet’
Speaking at the launch event, Ratcliffe (pictured middle) clearly stated his viewpoint on electric and the 2035 ban on new petrol and diesel cars, explaining that Ineos was introducing a range extender version because he wants people to have a choice when it comes to electric versus combustion
When asked about the launch date, Ratcliffe said that the decision to introduce the REx version had delayed things, but the Fusilier will likely arrive early to mid 2027
The all-electric will be targeted towards urban driving, where charging is easy and you cover little range, while the range extender will be more suited for long distance country driving.
But neither will deviate from the off-road enthusiast, capable-of-everything-an-old-Defender-could-do-and-more badge of pride that the Grenadier carries.
With this electric shift comes a change of branding too.
Sir Jim Ratcliffe, Britain’s second wealthiest man – according to the latest edition of the nation’s rich list – recent bought a 25% stake in football club, Manchester United
The Grenadier pub metamorphosed into The Fusilier for the day, but a slower transformation will be the move away from ‘Ineos Grenadier’ towards ‘Ineos Automotive’.
Currently the Ineos cycling team, automotive website and social media sit under ‘Ineos Grenadier’ tag – after the namesake car.
But Ineos commercial director, George Ratcliffe, told us that the brand ‘is moving towards Ineos Automotive but this will be a gradual shift.
For instance, as new sales and service points open they will be branded Ineos Automotive, but pre-existing Ineos Grenadier branches will remain at present.
‘There’s already a lot of clout from the Ineos Grenadier brand,’ he said.
While early adopters have bought into the bold brand, like with any start up you need to keep building sales, and that means marketing.
Calder confirmed to This is Money that despite comparisons Ineos ‘is not following Tesla’s $0 marketing strategy and will be spending a shed load of money on traditional marketing imminently’.
A huge advertising blitz, combined with Ratcliffe’s recent acquisition of Manchester United and the many Ineos-owned sport teams – and it’s going to be hard to find anyone who hasn’t heard of Ineos Automotive and the new Fusilier by the time it hits the road.
