INEOS Automotive

You can smell its suitability for the great outdoors. Leather. Rustic-style oak. Anthracite and stainless steel. The INEOS showroom takes you directly into trackless territory. Since 2022, the ‘Grenadier’ 4×4 has created a stir in the SUV-dominated market. For its brand launch, with locations ranging from Iceland to Namibia, the start-up was on the lookout for an experienced supplier and automotive retail expert. The design scheme was specialised for each country and consistently required custom-made lighting solutions. During implementation, Vizona made sure the substances used conformed to the design: Visitors recognise all materials in the vehicles. And vice versa. Off-road could hardly be closer.

The task

James A. Ratcliffe, founder of chemicals company Ineos, has a dream. Then work gets going on planning, designing and manufacturing. In 2022, the Ineos Grenadier is a reality. Inspired by the cult design of the first Land Rover Defender, it is the pioneering product of a bold automobile start-up. The showroom design reflects many of the materials used in the new off-road vehicle. That triggers the hunt for shopfitting partners able to implement the rustic-style concept worldwide through to installation.

The journey

Ineos is clear: It requests prototypes of all planned furniture for the pitch presentation already. Accurate down to the last detail and highly functional for showroom staff, Vizona’s models and its budget handling convince the UK client. The team from Weil is then one of two implementers commissioned for the rollout, which also involves numerous special-purpose productions: large metallic wall maps with individualised perspectives, compass-like pedestals and halo lighting solutions up to 4 metres wide.

The result

The two-year rollout is advancing on schedule: Vizona is implementing around 50 sales spaces at locations ranging from Europe via Africa to South and North America, where Ineos is joining competitors in the popular pick-up market. These include standalone showrooms and prestigious car dealerships wishing to address new target groups with a new brand: outdoor enthusiasts, foresters and hunters, as well as commercial customers. At many dealers, the first test-drive appointments are booked up in no time at all.