Ineos, the British automotive company, has announced the creation of a new division called Arcane Works. This division aims to offer customers a greater level of personalization for their Grenadier off-roader vehicles. Customers will have the option to customize various aspects of their vehicle, such as paintwork and interior upholstery, to make it unique to their preferences. This move by Ineos is in line with the growing trend of personalization in the automotive industry.
Not only will Arcane Works provide customization options, but each car will also act as a “testbed” for upcoming technologies and materials. This means that customers who choose to personalize their Grenadier through Arcane Works will also benefit from potential upgrades and improvements to the existing range of BMW-sourced engines. Ineos is positioning itself as a competitor to other upmarket brands’ personalization divisions, such as Land Rover’s Special Vehicle Operations and Bentley’s Mulliner.
The success of Bentley’s Mulliner division is a testament to the demand for personalized vehicles. In 2023, Bentley’s total profit increased nearly tenfold compared to the previous year, largely due to the value generated by bespoke cars. Approximately 70% of all Bentleys sold last year went through the personalization program. This data suggests that there is a significant market for customized vehicles, and Ineos is looking to tap into this demand with the launch of Arcane Works.
In terms of pricing and production numbers, Ineos has not yet disclosed this information. However, George Ratcliffe, the commercial director of Ineos, stated that the vehicles produced by Arcane Works will be so unique that they will rarely be spotted in public. This suggests that there may be a limited number of units available and that they may come with a higher price tag compared to standard models.
The first Arcane Works Grenadier will be unveiled at the Goodwood Festival of Speed in July, giving customers and enthusiasts an opportunity to see the level of personalization and innovation that Ineos is bringing to the table. This launch will be a significant moment for Ineos as it enters the competition with other luxury brands in the personalization market.
Overall, Ineos’ creation of Arcane Works demonstrates the company’s commitment to offering customers a personalized and unique driving experience. By combining customization options with the opportunity to test new technologies and materials, Ineos is positioning itself as a leader in the personalization market. As the automotive industry continues to evolve, personalization is becoming an increasingly important factor for customers, and Ineos is poised to capitalize on this trend with the launch of Arcane Works.