Land Rover Mocked in Public by a Muddy SUV and a Moving Billboard | Carscoops

      Ineos executed its prank in at least two locations near JLR showrooms.

      6 hours ago

      by Stephen Rivers

      Ineos playfully targets Land Rover using mobile billboards stationed near its headquarters and dealerships.

      The campaign emphasizes Ineos' off-road specialization by poking fun at the more refined image of contemporary luxury SUVs.

      This billboard brings to mind previous rivalries among automotive brands, like the playful competition between BMW and Audi.

      Automakers are fond of rivalries, especially when it allows them to place a muddy SUV in front of a competitor's headquarters. Ineos established its automotive brand several years back but is still striving to increase its market share. To achieve this, it has chosen to take some jabs at the established players.

      The latest initiative? A witty campaign titled “Us vs Them,” starting with a pointed visit to Solihull in the UK, the base of Rover. Ineos showed up in a mud-covered Grenadier, parking it right outside Land Rover’s facility. Subtlety was clearly not the goal.

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      Ineos intentionally positions itself as an off-road-centric brand. It does not focus on fancy screens, exceptional on-road performance, or achieving the lowest drag coefficient globally. Instead, it promotes “a no-compromise 4X4 designed for modern compliance and reliability.” At least, that’s Ineos' claim. To highlight its efforts, it chose to place a billboard at Land Rover’s Solihull site.

      A Not-So-Subtle Challenge

      The billboard features a Defender facing off against a Grenadier. The Grenadier is muddy, and the ad states “Let’s take this outside,” seemingly alluding to an off-road competition. A similar billboard was also erected near JLR’s showroom in West London.

      According to MotoringResearch, Ineos asserts that the advertisement aims to distinguish the Grenadier 4×4 from “typical school-run SUVs and soft-roading crossovers.” If that’s the case, it’s puzzling why they are targeting the Defender. If any Land Rover could outmatch an Ineos, it would likely be that one.

      The reality is that while Ineos produces some commendable off-road vehicles, it is far from matching Land Rover's success. This feels like an influencer trying to gain attention by ridiculing a legendary Hall-of-Fame athlete. Undoubtedly, some consumers feel that Land Rover has compromised its authenticity. Simultaneously, it’s evident how Land Rover has evolved as a brand over the years. Ineos undoubtedly aspires to reach that level of success in the future.

      A Playbook from the Past

      If this sounds familiar, it may be due to previous instances of similar tactics. Many may recall the well-known BMW vs. Audi billboard rivalry, a lighthearted competition that ultimately enhanced both brands’ visibility. Or recall when Audi took a dig at Tesla by referring to the E-Tron Sportback as a “Musk Have”? Then, there was the conflict between Mercedes and Jaguar, resembling a luxury soap opera rather than a marketing effort. It appears that a little clever trolling can have significant benefits.

      Whether Land Rover chooses to respond or not, Ineos has already garnered some media attention. And if we’re fortunate, perhaps Land Rover is crafting a billboard that says, “Call us when you’ve sold 20,000 SUVs.”