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Among the newest car brands down under, INEOS is taking it up to the existing competition with a fresh approach to making a name for itself. The British brand is looking to gain traction among a wide audience base, despite the fact its off-road cars fit a very specific niche that the likes of Land Rover, Jeep, and Toyota have dominated for years. But its first car on sale locally, the Grenadier, has proven itself just as dependable as those names thanks to 1.8 million kilometres of testing around the world in various conditions. A rugged and authentic four-wheel drive, the INEOS brand has drawn a line between itself and the more practical SUVs and crossovers storming the sales charts of late. This is a brand with real purpose, and that centres on the off-road, utility nature of its vehicles. With that in mind, you may start to understand why reliability is so critical to the brand’s success, and why it is also such a priority. One of the most exciting things about this brand is its willingness to work with an open-source approach, so owners and repair shops around the country will be able to access the software to understand their vehicle, and that has also lent itself to the availability of bolt-on parts and accessories. INEOS is opening up new possibilities in the 4WD space.