Team Ineos has revealed that it is rebranding to Ineos Grenadiers ahead of the Tour de France.
The British professional cycling team’s new name is based on Ineos owner Sir Jim Ratcliffe’s upcoming SUV car, the Grenadier, with its new brand to official launch in the week leading up to the Tour de France in Nice.
An INEOS spokesperson stated: “Team INEOS has today confirmed they will switch to become the INEOS Grenadiers, effective from the start of the Tour de France on August 29th 2020.
“The change will align the team with the Grenadier, a no-nonsense 4×4 vehicle designed, engineered and manufactured by INEOS Automotive.
“In 2017, INEOS Chairman, Sir Jim Ratcliffe, a car enthusiast and experienced adventurer, identified a gap in the market for a stripped back, utilitarian, hard-working 4×4 vehicle, built on purpose. The Grenadier’s design was unveiled in July 2020 and will go into production in late 2021.”
According to BBC Sport, Ineos, which is primarily a chemical company, is Britain’s largest privately owned company with the firm posting pre-tax profits of £2 billion in 2018. As well as being associated with cycling, the company also is prevalent in Formula 1 with Mercedes-AMG Petronas as a principal partner whilst owning Ineos Team UK, a British sailing team.
The Grenadiers are expected to debut a new kit and colour scheme ahead of its debut, marking the second transition by the team in just over a year after rebranding from Team Sky to Team Ineos in April 2019.
Insider Insight: Ineos’ decision to launch its new brand ahead of the Tour de France will provide more eyes on the chemical company’s latest project. Moreover by associating one of cycling’s biggest organisations with the car model it will provide easy marketing opportunities for both entinites.