First the LandCruiser 70 Series, now the HiLux and Prado! Ineos plotting one-tonne ute and smaller SUV as brand says it is tougher than Toyota off-road

Upstart off-road brand Ineos has detailed a new-model offensive that will see it launch a smaller SUV and its take on a one-tonne ute that will sit below the Grenadier and Quartermaster, seemingly slotting into segments dominated by the Toyota LandCruiser Prado and Toyota Hilux in Australia.

Speaking at the recent Goodwood Festival of Speed, Ineos CEO Lynn Calder detailed the vehicle segments her company would soon launch into, while telling CarsGuide the Quartermaster is better off-road than the similar-themed LandCruiser 70 Series.

The company executive said the Ineos lineup would grow to four vehicles (with the Grenadier and Quartermaster classed as a single vehicle), and would likely include a one-tonne ute, and a smaller SUV, that will begin life as a BEV, due in 2026.

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"(We) really strongly believe that we need (a one-tonne ute) to be competitive, so it's on the long list of things for us to do, and to look at," Calder says.

"I think the one-tonne is something that's really in my head, right. We've got to do something. I don't quite know what form it's going to take yet."

The brand is yet to fully detail its upcoming models – other than to confirm a battery electric SUV is coming in 2026 – but has promised each will stay true to Ineos' core principals, though concedes most remain years away.

"I think we're kind of still working on the finer details, but what I can tell you is the off-road DNA will always be us, so we're not gonna build a sports car or a family saloon. It will have our DNA at its core," Calder says.

As previously reported, the brans is betting big on its off-road credibility, promising that the Quartermaster will reset the rugged, off-road benchmark when it launches in Australia in early 2024, and even that it will out-perform even the 70 Series LandCruiser off road.

Order books are now open for the Quartermaster, with deliveries slated for early 2024.

"We've gone so deep into the off-road capability of this vehicle that I just don't think there is a benchmark," says Calder.

"I think (the 70 Series) is a different type of vehicle. And you know in Australia for sure it is absolutely our competition.

"I'm not saying I don't see it as a competitor, and we are gonna have to work damn hard to break into that, because it's almost monopolistic, I think. They've got the proven durability and reliability. And we've got to prove we can do that as well.

"I think (with) the 70 Series, you're going to get the off-road capability. I think ours is probably a little bit better. I think it is, but I've said all along that customers are gonna be the judge of that, right? So that's my view, but we'll see."

Order books are now open for the Quartermaster, with deliveries slated for early 2024.