As Ineos pivots from an agency sales model to a traditional franchised dealer network in the UK, the brand is simultaneously launching a price-protection initiative in the US to counterbalance the impact of tariffs on foreign vehicle imports.
Speaking exclusively to Automotive Management, Tom Johnson, Ineos regional director for the UK & Ireland, provided a comprehensive update on the brand’s retail network transformation, a move he says is aimed at empowering retailers and providing customers with greater flexibility.
“There may be a little bit of uncertainty for consumers in the changes that we’ve made,” Johnson acknowledged. “But we are fully focused on looking after those consumers going forward.”
As Ineos pivots from an agency sales model to a traditional franchised dealer network in the UK, the brand is simultaneously launching a price-protection initiative in the US to counterbalance the impact of tariffs on foreign vehicle imports.
Speaking exclusively to Automotive Management, Tom Johnson, Ineos regional director for the UK & Ireland, provided a comprehensive update on the brand’s retail network transformation, a move he says is aimed at empowering retailers and providing customers with greater flexibility.
“There may be a little bit of uncertainty for consumers in the changes that we’ve made,” Johnson acknowledged. “But we are fully focused on looking after those consumers going forward.”
The transition is already underway, with the company actively working to fill any gaps in sales and aftersales impacted by the network restructure.
Johnson confirmed that enhanced aftersales support and a phased onboarding of new dealer partners over the next nine months are top priorities. “We’re fully supporting any customers that have been impacted and we’re also making sure that we fully look after and support our new customer base as well.”
Johnson emphasised that the transition will also give dealers greater autonomy in the sales process, including control over part-exchange offers and local marketing strategies. “It’s about giving more control to the network to support the customer,” he said.
As franchised dealers, Ineos’s partners will buy and market their own stock and have margin in the sale, as opposed to agents which earn fees for fulfilling the sale of stock held by the OEM.
Ineos plans to operate with 10 partners across 12 to 14 sites, though not all of those are in place at the moment. “I am in active conversations with and seeking additional partners in the South East,” Johnson noted.
Ineos had operated up to 26 sites through 19 partners, including AM100 dealer groups such as Cambria Automobiles, CEM Day, Jardine Motors, and Haliwell Jones, and Johnson says the current “right-sizing” strategy reflects a more refined understanding of market demand.
“We now know where our consumer centres are and we’re looking to focus more on serving the demand in those markets.”
Crucially, Ineos is also ramping up support through a robust authorised repairer (AR) network, with plans to offer collection and delivery services to cover service gaps during the transition phase.
Last year Ineos introduced a new vehicle locator platform, making it easier for potential buyers of its 4x4s to browse and purchase pre-configured new and “Certified by Ineos” used Grenadier vehicles.
The tool provides detailed information on available models including finance options from Santander Consumer Finance.
It came as Ineos had to pause production of new Grenadiers at its factory in France for several months due to compnent supply issues.
Tariffs and trade policy
Turning his attention to international developments, Johnson addressed the impact of new US tariffs on Ineos vehicles.
In an effort to shield buyers in the US from price shocks, orders placed before April 3 in the US have been price-protected, with Ineos committing to absorbing a significant portion of the additional cost on new orders. “We’ve only put on a 5% increase on the Grenadier over there and a 10% on the Quartermaster to protect the US consumer,” Johnson said.
However, he voiced frustration with the slow pace of political negotiations. “The risk of tariffs was clear for a long time. What we would like to see is the EU and UK Government react more quickly to negotiate a deal on tariffs, specifically with regards to automotive.”
Despite international pressures, Johnson reassured British buyers that the UK market remains insulated. “From a UK perspective, I don’t anticipate that tariffs will have an impact to the UK consumer.”
As the brand continues to expand its footprint and invest in a more dynamic retail model, Johnson underlined Ineos’s commitment to its core values – durability, customer service, and sustainable growth.
“Part of the move to a dealer network, away from the previous agency network, is really to optimise our opportunity to grow further,” said Johnson.
Founded in 2017 by entrepreneur Jim Ratcliffe, Ineos Automotive was created to fill a market gap for a durable, reliable 4X4. The Ineos Grenadier, launched in 2022 before the range expanded in 2023 with the Quartermaster double-cab pick-up
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