While respecting various rival manufacturers for their success in those segments, the Grenadier was engineered to follow a different trail.

The lead advert being activated in social media and on out-of-home billboards depicts the Grenadier, with muddy scars and splashes from off-roading, pitted against another brand’s clean and tidy model. A cheeky provocative caption is intended to raise a smile.

The campaign follows a series of unsuccessful legal challenges around the world that were intended to disrupt the development and sales of the Grenadier and hinder the growth of the start-up British brand. After years of unnecessary distraction, INEOS Automotive is drawing a line in the sand.

“We’ve held our tongues while winning the court cases over and over again, and we feel it’s now time to set the record straight: we’re not them and we’re not trying to be them,” said Lynn Calder, CEO at INEOS Automotive. “Good luck to the others: they’re cool cars. But we’re tired of the comparisons. To be clear, this is all about saying we’re different.”

The ‘Us vs. Them’ digital advert is the first in a series of campaign activations over the coming months.