INEOS Automotive has announced a strategic response aimed at shielding its American customers from the newly introduced 25 percent import tariff increases, which were prompted by policy decisions under President Trump. The company made this statement on April 4, 2025, from its Montvale, New Jersey location, emphasizing its commitment to minimizing the impact of rising costs on consumers in the United States. The Grenadier and Quartermaster are manufactured at the company’s production facilities in Hambach, France.
CEO of INEOS Automotive, Lynn Calder, said,
“We want to provide our US Grenadier customers with clarity in a world of change and uncertainty. Until EU politicians get off their hands and make a deal with the US, we’re doing what we can as a small competitive brand to protect our valued US customers from the tariff price increases.”
This statement underscores the company’s intention to maintain a stable pricing structure despite external challenges.
In an effort to safeguard customers’ interests, INEOS Automotive has enacted several pricing adjustments. The company announced that all US Grenadier orders placed before April 3, 2025, will be delivered without the added costs imposed by the new import tariffs, offering early adopters price protection. For new Grenadier SUV orders, the price will only be raised by five percent, resulting in a new starting figure of $78,900. The Quartermaster pickup model, which was already subject to a 25 percent chicken tax and is now affected by the additional 25 percent import tariff, will be subjected to a 10 percent increase, bringing its new starting price to $92,900. By keeping these numbers from climbing further, INEOS Automotive aims to remain competitive and transparent in its North American market approach.
Launched in the United States in 2023, the Grenadier 4×4 has gained recognition for its off-road capability, durability, and reliability. With a design focusing on modern comfort and refinement, the vehicle offers a balance of rugged performance and everyday usability. The Quartermaster pickup, a larger five-seat double cab option, is now being delivered to customers nationwide.
North America remains the biggest market for INEOS Automotive, with over 60 percent of the company’s global sales coming from the United States and Canada. A growing network of retail partners underscores the company’s commitment to supporting consumers on the ground. INEOS Automotive is on track to have 40 retail sites across the region by the end of the year.
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