INEOS Grenadier Takes The Pit Stop Off-Road

The DEPT campaign, Grit Stop, features Formula 1 drivers George Russell and Kimi Antonelli

By Creative Salon

19 October 2026

INEOS Automotive, manufacturer of the INEOS Grenadier Station Wagon and Quartermaster double-cab pickup, today launched ‘Grit Stop’, a global campaign gearing up for the Formula 1 MSC Cruises United States Grand Prix 2026 in Austin. The creative takes the precision of a pit stop and points it towards adventure, as a Grenadier pit crew prepares George Russell and Kimi Antonelli’s INEOS Grenadier’s for the mountains and reveals how each of the F1 driver’s personalities have influenced how they’ve made their Grenadier their own.

Created with INEOS Automotive's integrated marketing partner DEPT®, the campaign is built to introduce the INEOS Grenadier to a wider audience in the US, its priority market. It runs under the line "Make Grenadier Your Own," inviting viewers to picture the INEOS Grenadier they would build, showcasing the versatility of the Grenadier platform and ability to personalise their vehicle from factory.

Built to make it your own, the INEOS Grenadier’s design allows owners to apply a unique level of customisation not typically seen on other 4x4 vehicles. This tongue-in-cheek campaign showcases that no matter your personal taste, the INEOS Grenadier can cater to it, giving drivers the ability to experience the outdoors in a way that’s deeply personal to them. The campaign asks customers to make their INEOS Grenadier their own, by trying out the brand’s advanced website configurator, linked to from a bespoke website landing page, also created by DEPT® for the campaign.

Jonathan Hill, Chief Marketing Officer at INEOS Automotive, said: “The INEOS Grenadier is built for more, designed to give owners the freedom to customise their vehicle to fit whatever their ‘more’ may be. With a dash of humour and the two hottest drivers in Formula 1, the ‘Grit Stop' film shows that customisation possibilities are endless. We hope it inspires everyone watching to kit out their own Grenadier.”

Chris Boys, Group Creative Director at DEPT®, added:“We took the precision of a pit stop and flipped it on its head, creating a fast-paced pause unlike any other for a place far beyond the race track. Swapping road tyres for off-road and adding roof tents to roof racks, we fully customised vehicles for George and Kimi, with personalised touches to make their off-road adventures built for more.”

A 60-second hero film runs on the INEOS Grenadier website and YouTube channel, with shorter edits across paid media and organic social content built around ‘Grit Stop’ moments and driver Q&As.

DEPT® developed the creative concept and led on the global media strategy for the launch, from planning and buying through to optimisation. It also designed the campaign website, which links the film to the Grenadier configurator, providing an entirely seamless customer journey with a full-funnel buying strategy, paid and organic concepts to a brand new campaign landing page: https://ineosgrenadier.com/en/gb/campaigns/make-it-yours.