Maybe you haven’t heard of Ineos, it’s a very large London-based corporation that is also super diverse. I had one for review and really liked it:
2024 Ineos Grenadier Fieldmaster Review →
If you want to have some real fun, Hertz is making it easy! If you think rental car companies are all about beige sedans and “mystery SUVs,” Hertz just made a move that says otherwise.
The company is adding something far more rugged—and frankly, a little unexpected—to its premium fleet: the INEOS Grenadier.
According to a press release from Hertz, the off-road-focused 4x4 is being added to its U.S. rental lineup, expanding the company’s growing list of premium and specialty vehicles available to customers.
Let’s translate that into real-world terms: you may soon be able to rent something that looks like it belongs on a safari instead of in an airport parking garage.
Hertz says the Grenadier will be available at select airport locations nationwide starting this spring, and the company plans to offer the largest number of these vehicles for rent anywhere in the U.S.
That’s not a small commitment—it’s a clear signal that Hertz believes customers want more than just basic transportation.
And they may be right.
In recent years, rental companies have leaned heavily into “experience-based” vehicles—cars that are part of the trip, not just a way to get from Point A to Point B. According to Hertz, the goal is to give customers access to unique, premium driving experiences that make the journey as memorable as the destination.
The Grenadier fits that bill perfectly.
Built by INEOS Automotive, the SUV combines British design with German engineering and was developed as a no-nonsense, back-to-basics off-roader—something many enthusiasts say disappeared when the original Land Rover Defender went upscale.
This isn’t your typical crossover.
The Grenadier is a body-on-frame, go-anywhere 4x4 with serious off-road credentials, but the version Hertz is offering isn’t stripped down. Renters will get the high-spec Fieldmaster trim, which includes leather upholstery, heated seats, safari-style roof windows, a premium sound system, and 18-inch alloy wheels.
So yes—you can head into the wilderness in comfort. Or more realistically, you can look like you might.
There’s also an interesting side benefit here for car shoppers.
Because these vehicles will be available at airport locations, renting one effectively becomes an extended test drive. Instead of a quick spin around the block, drivers can live with the Grenadier for a few days and see how it fits their lifestyle.
That’s something dealers can’t easily replicate—and it may introduce more people to a brand that’s still relatively new in the U.S. market.
INEOS Automotive only entered the Americas in 2023, and this partnership gives the company significant exposure. Company executives say the move reflects growing demand and helps expand its footprint across North America.
From Hertz’s perspective, it’s also part of a broader strategy.
The company has been reshaping its fleet in recent years, adding everything from luxury SUVs to electric vehicles, and now, a purpose-built off-roader that stands out in a sea of sameness.
And here’s the part I like most: it breaks the stereotype.
For decades, renting a car meant settling. Settling for whatever was left on the lot, settling for something you wouldn’t normally drive, and settling for a driving experience you’d forget five minutes after you returned the keys.
This move flips that idea on its head.
Bottom line: Hertz isn’t just renting transportation anymore—it’s renting experiences. And with the addition of the Grenadier, those experiences may now include a little adventure, a little curiosity, and maybe even a dirt road or two.
Just don’t be surprised if the most capable off-road vehicle you drive this year comes with a rental agreement attached.
Photo: Hertz.
