Father’s Day Goes Off-Road with INEOS Grenadier

Ask anyone who loves off-roading about their first trail: they’ll remember the place, the vehicle, the bumps and the climbs. But above all, they’ll remember who was with them. Because some experiences only make sense when shared. This was the idea behind what INEOS Automotive organised on 16 March something out of the ordinary: not a presentation, not a test drive, but a day where the vehicle was a means to live something bigger.

A group of journalists got behind the wheel of the INEOS Grenadier for a day of off-road driving alongside their children or their fathers. The choice was no coincidence: just days before Father’s Day, INEOS decided the best way to tell the Grenadier’s story was to put it to the test in the most authentic situation possible.

Fathers, Sons, and a Steering Wheel Between Them

Each journalist experienced the day with someone close to them, turning what could have been a technical assessment into something far more personal. Alongside them, qualified instructors guided every stage, making it a genuine learning experience. The result was an unusual and successful blend: information professionals accustomed to evaluating vehicles on the road found themselves exploring its capabilities in a completely different context.

The Promotion

The 16 March event wasn’t just a press day, it marked the official launch of a commercial initiative dedicated to Father’s Day itself. From 19 March to 30 April 2026, anyone purchasing an INEOS Grenadier receives a complimentary two-person off-road driving course, subject to availability.

Mirò Comunicazione handled the event organisation together with GO4, coordinated the journalist pairs, and managed the promotion of the initiative through press office activities.

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