In 2016, billionaire Jim Ratcliffe came up with the idea of building his own Land Rover rival at a London pub. How his love for African safaris led to a nearly $2 billion SUV project

British businessman Sir Jim Ratcliffe loved African Safaris. The billionaire, who is the founder of the London-based multinational chemical giant INEOS, has long been fond of spending holidays in the wild and rough terrains, but in his favourite Land Rover Defender. But when the company decided to discontinue the 4x4, Ratcliffe was put in a spot. Initially, he wanted to buy the rights so that he could continue manufacturing the Defender himself. However, when the automaker denied his request, the billionaire came up with an unusual plan, that too, inside a London pub.

How billionaire Jim Ratcliffe launched INEOS Grenadier

According to Esquire magazine, in late 2016, Ratcliffe discussed the idea of building his own off-roader over a pint of beer at London’s now-famous Grenadier pub. The INEOS chairman wanted to build a vehicle which looked like the classic Land Rover Defender but was superior in performance. He reportedly spent nearly $2 billion on shepherding his dream car.

Interestingly, Ratcliffe called the undertaking Project Grenadier, honouring the 2–year-old London pub where his idea was born. As per the official website of INEOS Grenadier, the first-ever Grenadier sketch of the sturdy SUV, made on the legendary £5 note, is still hung on the ceiling of a pub, as if serving as a reminder that the iconic vehicle did not start in a boardroom.

Salient features of INEOS Grenadier

Boxy shape: The Grenadier's angular design is what makes the SUV extra special. All the 4 corners are visible from behind the wheel, while the flat bonnet offers a sturdy surface, doubling up as a workstation, table or viewing platform for outdoor excursions.

Safari windows: Jim Ratcliffe personally requested specially-crafted windows meant for safari for the Grenadier during the vehicle’s virtual reality testing. The positioning and size of the windows allow passengers to use cameras or flashlights to scan the surroundings. They also allow wildlife enthusiasts to watch wild animals during safaris from a convenient vantage point.

Spotlights in the grille: The Greanier draws inspiration from military vehicles. As a result, it features auxiliary lights that are integrated into its front grille. These spotlights improve visibility after dark, especially in remote locations, dimly lit trails and challenging roads where natural or artificial light is limited.

Vehicle vision: British design and German engineering combine, creating a rugged, versatile off-roader. The Grenadier can easily navigate through rugged and difficult conditions, like deserts, mountainous terrain and the wilderness on safaris. The SUV’s distinct styling makes it suitable for city roads too.