Ineos has recently introduced the Arcane Works program, allowing buyers of the Grenadier SUV to personalize their vehicles into unique special editions. This new service is set to launch at the Goodwood Festival of Speed and will offer hand-finished, one-off Grenadiers to cater to the high-end market sectors currently dominated by rivals like the Mercedes G-Class and high-end Land Rover Defenders.
Arcane Works is a custom-made service that provides buyers with a wide range of materials and details to customize their Grenadier. In addition to aesthetic upgrades, the program will also serve as a platform for testing new technologies, such as powertrain enhancements, new chassis systems, and the exploration of new colors and materials.
Ineos Automotive founder George Ratcliffe expressed his excitement about the program, stating that Arcane Works aims to create truly individual 4×4 vehicles hand-finished with exclusive materials and personalized touches by curated craftsmen. The company believes that this level of customization is something their customers have been looking for, and by working in small batches, they can deliver a genuinely custom-made experience. The uniqueness of the vehicles will be so exceptional that they will rarely be seen in the wild, hence the name “Arcane.”
Personalization programs in the high-end SUV market are not uncommon, with manufacturers like Mercedes offering extensive customization options through programs like the Individual program for the G-Class. There is also a thriving aftermarket industry that caters to the desires of customers looking to make their high-end SUV unique, across brands like Land Rover, Jeep, and Rolls-Royce.
The first Arcane Works model will be unveiled at the upcoming Goodwood Festival of Speed, providing a glimpse into the possibilities of this tuning program and how it could attract a new demographic of buyers to the Grenadier. This initiative may transform the Grenadier into something quite distinct from its original vision of a modernized Land Rover-inspired 4×4.
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In conclusion, Ineos’ new Arcane Works program signifies a shift towards personalized luxury SUVs, offering buyers a chance to create unique and exclusive vehicles that stand out in the market. By combining craftsmanship, innovative technologies, and individualized touches, the Grenadier is poised to compete with established high-end SUVs and appeal to a new audience of discerning customers. Keep an eye out for the first Arcane Works model at the Goodwood Festival of Speed to witness the future of bespoke SUV customization.
