Ineos was founded with a mission to deliver relatively affordable, no-nonsense off-road vehicles akin to the original Land Rover Defender, targeting both commercial buyers and enthusiasts.
The company made significant strides with the launch of the Grenadier SUV earlier this decade and had planned to follow it up with the Fusilier electric SUV and a more compact offering.
However, meeting all the regulatory hurdles the new vehicles would have required is proving to be a challenging task for Ineos, the company's commercial director and founder, George Ratcliffe, told Autocar in an interview published on Friday.
He added that the extra sales of those vehicles would have also pushed Ineos beyond the threshold of being a small manufacturer, resulting in the company needing to meet much stricter carbon emission targets. In Ineos' home market of the U.K., it would also require a minimum number of EV sales.
“What we wanted to achieve is no longer possible,” he said. “With the modern world and its requirements—engines, pedestrian protection rules, CO2 emissions, vehicle regulations—you cannot do that anymore.”
Instead, Ineos will focus on launching more upmarket versions of the Grenadier and maintaining its exclusivity, something that Ineos dealers are requesting, according to Ratcliffe.
The more upscale versions could be limited editions, like the Grenadier Detour revealed in July. The debut model from Ineos' Arcane Works personalization department features luxury elements to rival a Mercedes-Benz G-Class and will be produced in a limited run of 200 units.
Ineos also used the 2024 Goodwood Festival of Speed last month to hint at additional versions of the Grenadier that may be developed, such as a V-8 model, a rally-raid-style model, and a rugged off-roader complete with portal axles.
The Grenadier is currently available in the U.S. with a starting price of $71,500. A Grenadier Quartermaster pickup is also available, priced from $86,900.