INEOS Billionaire Who Backed Kipchoge Enters Kenya’s Car Market

Sir James Ratcliffe’s Ineos Grenadier SUV brand has appointed a dealer in Kenya as the firm eyes the East African market.

Ineos Automotive, owned by Ratcliffe, has appointed Wooton Automotive to sell the 4×4 utility vehicle locally on an exclusive basis. The vehicle has been described as ideal for tackling off-road conditions and likened to the Land Rover Defender.

It was the INEOS parent firm that sponsored world marathon record holder Eliud Kipchoge’s historic sub-2 hour marathon on the streets of Vienna, Austria. The run amplified Kipchoge’s ‘No Human in Limited’ mantra.

Ratcliffe is worth over $16 Billion according to Forbes. INEOS has a range of interests in sectors ranging from petrochemicals to sports.

Tim Abbott, the head of South Africa and sub-Saharan Africa at Ineos Automotive, disclosed in a statement that they had been searching for the ideal retail partner in the region for the past year.

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Explaining why they settled on Wooton, he wrote:“They understand 4X4 users and their requirements and have a proven track record for exceptional customer service. Together with our regional partners, we look forward to providing Grenadier customers with the advice, guidance and support they need.”

Technical specifications and indicative pricing for the Grenadier in Kenya will be confirmed by the end of April, and order books opened in May.

In the UK, the Grenadier will reportedly go for around £55,000 (Sh8 million). Prices in Kenya will likely be higher due to import duty charged at 25%.

The vehicles will have automatic transmission and  be powered by three-litre diesel or petrol engines manufactured by BMW.

INEOS Automotive initiated plans to bring the Grenadier to the global market in 2017. The world got a first look at the car in 2020.

The company aims to build a network of 200 sales and service sites for the Grenadier spanning over 50 countries, including established dealer groups, 4X4 specialists and agricultural equipment dealers.

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