An Analog Truck Becomes a Luxury Item in 2025. What Led to This Situation?

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      It seems illogical that “primitive” equates to “more expensive,” yet for new cars in 2025, that’s essentially the case. The Ineos Grenadier exemplifies this trend—specifically crafted with traditional technology, yet it costs more than a cutting-edge EV. Let’s take a closer look at the reasons behind this and how it developed.

      This video serves as a review of the Grenadier, but more importantly, it offers a thorough contextual analysis of how the vehicle came to be and the rationale behind its pricing. We’re not merely discussing the British billionaire who wanted a modern version of the classic Land Rover Defender—our exploration dives into the economics affecting multi-car households and the decline of specialized vehicles.

      At the most basic level of analysis, it appears that emissions and crash regulations are the key factors preventing the sale of something akin to an old-school Defender or 70-Series Toyota Land Cruiser in the U.S. in large numbers. Most vehicles available today resemble, or are perceived as, more diluted versions of their predecessors. The increase in crossover SUVs is also connected to the decline of the second (or third) family car. All these concepts are interlinked and contribute to the intricacies of the current automotive market.

      Today, vehicle prices are significantly higher than they were in the past, but generally speaking, they align closely with inflation. In fact, in terms of efficiency, safety, reliability, features, and performance, consumers are receiving much more value for their money now compared to what was offered at dealerships in previous decades.

      Sadly, the purchasing power of many Americans’ take-home salaries hasn't kept pace. While your father might have splurged on a Corvette during a midlife crisis in the ’90s, that kind of casual car shopping is rare today. Now, there’s an expectation for everything to be exceptional—even when buyers have the means to afford a luxury vehicle, many prefer to buy a BMW X5 M instead of a base X5 and an M2.

      As a result, the market for cars that are both mission-oriented and affordable is dwindling fast. The Mazda Miata is nearly the last representative in the American market.

      Highly specialized vehicles can still be produced; however, as seen with the Grenadier, when made in limited quantities, they are unlikely to be economical.

      Watch the video and stay tuned—you’ll gain insights about Ineos and a deeper understanding of the current landscape of automotive economics.

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