To highlight the grid, Ineos has pre-sold Grenadier globally since July 2021 with online Ineos configurators, presentations at shows and events and invite off-road riding events, which together are said to have established a bank of “over 15,000” reservations, each Backed by a refundable deposit of £450. Order books officially open on May 18, after which Ineos will contact customers on hold to nominate a preferred merchant, followed by negotiations to seal the deal.
Although about 25% of the Ineos network is not OEM operations, Pearson expects similar standards for customer service and care, since agricultural dealers often sell equipment at prices in the hundreds of thousands of pounds.
Pearson adds, “Our agriculture dealers are highly sophisticated and experienced, and they are accustomed to sending technicians into the field to repair equipment on short notice, often with their fleet of pickup trucks.”
Ineos did not say how much investment would be required of each dealer, although a 2/3 car showroom added to an existing property is usually an investment of £100,000, not the millions. “For all of our partners, it works from a financial standpoint, adding a franchise to a building they’ve already acquired is incredibly efficient and a win-win for everyone.”
Agricultural merchants are important trading centers as well, combining equipment sales, country supplies, and groceries. “Chandler in Lincolnshire is a great example of that,” he adds, “they have a showroom in SsangYong, a small business, an agricultural business and Massey Ferguson sales, but they are also a country store with animal feed, groceries, and 60 to 80 people pass there every Day. So connecting with other companies works perfectly for us. Finding a new turnout was one of the lessons for McLaren too.”
Ineos is ready to be flexible and pragmatic in terms of designing agents as well. There is an ideal setup – with a computer picture of what that might look like – but the design is modular to allow merchants to choose items that suit them.