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When Land Rover discontinued the original Defender in 2016, it marked the end of an era. That vehicle had built a reputation across farms, battlefields, and expeditions worldwide. It was simple, durable, and brutally capable.
British billionaire Sir Jim Ratcliffe saw an opportunity—and a problem. He reportedly attempted to purchase the rights and tooling to continue production of the original Defender. When that effort failed, he decided to start from scratch.
The result was INEOS Automotive and its flagship model, the Grenadier, launched in 2022.
Named after a London pub where the concept was first discussed, the Grenadier was engineered with a clear mission: bring back a no-nonsense, mechanical off-road vehicle in an era dominated by computers and luxury features.
Built for Capability, Not Comfort
Unlike modern SUVs that rely heavily on software and electronic systems, the Grenadier leans into old-school engineering.
It features a body-on-frame design, solid axles, and permanent four-wheel drive. Under the hood sits a BMW inline-six engine. It also includes triple locking differentials and a traditional transfer case lever—hardware that demands real driver involvement.
There’s no touchscreen-based terrain wizardry doing the work for you. No digital shortcuts. Just mechanical systems and skill.
That’s exactly the point.
While newer off-roaders prioritize comfort and convenience, the Grenadier focuses on capability first. It doesn’t pretend to be rugged—it actually is.
The Catch: You Can’t Take It Off-Road
Here’s the twist.
Despite being one of the most capable off-road vehicles on the market, renters won’t be allowed to use it for its intended purpose.
Hertz has confirmed that the Grenadier must remain on paved roads under its rental agreement.
That means this trail-ready machine will spend its time cruising highways and city streets instead of climbing rocks or crossing rivers.
Still, the appeal is undeniable.
This is a vehicle that turns heads instantly. It stands out in a sea of generic crossovers and cookie-cutter SUVs. For many renters, that alone makes it worth the experience.
A Strategic Play for Both Companies
Hertz isn’t just offering a cool rental option—it’s executing a smart marketing strategy.
The Grenadier carries a hefty price tag, starting around $79,000. But renters can experience it for roughly $100 per day at participating locations, provided they are 25 or older.
That accessibility introduces the vehicle to a broader audience—many of whom would never step into a dealership to consider buying one.
INEOS, meanwhile, has faced challenges in the U.S. market. Rising costs, including tariffs, have pushed prices higher, and sales have struggled to gain momentum.
Putting the Grenadier directly in front of travelers could change that.
It’s a proven formula. Let people experience the product firsthand, and let the product speak for itself.
History Repeats—With a Twist
The Shelby GT350H program didn’t just create buzz. It helped sell cars by giving people a taste of something extraordinary.
Now, Hertz is betting that the same idea can work again—this time with a completely different kind of vehicle.
Instead of speed and performance, the focus is toughness and authenticity.
Instead of racetracks, it’s about trails—even if renters won’t actually get to drive them.
But the core concept remains the same: put something unforgettable in people’s hands and let the experience do the talking.
And judging by the reaction so far, Hertz may have just written the next chapter in rental car history.
