INEOS Grenadier

About Weissach INEOS Grenadier

Weissach INEOS Grenadier is West Coast Canada's dedicated dealership for the rugged, premium INEOS Grenadier 4x4. As a boutique European auto group, it sells a niche, high-ticket vehicle that requires precise, persona-driven marketing rather than generic automotive advertising.

Impact at a Glance

The persona-led Meta program rebuilt the funnel and drove qualified showroom demand from September 2025.

Objective

The dealership's digital funnel was disconnected from its showroom - there was no clear line of sight between specific ads and test-drive bookings or vehicle sales. Introducing a niche off-road vehicle to a new market also demanded messaging tailored to distinct buyer personas.

Strategy

Bilō Media Group executed a combined creative and technical overhaul:

• Persona-driven creative built from brand discovery (e.g., "The Analog Man," "The Modern Dad"), focused on uniqueness, pride, and rugged utility.

• Tracking architecture that closed the data gap between Meta, Google, and the dealership CRM, creating a transparent view from click to test drive.

• High-ticket lead generation optimized for test-drive bookings and lead-form submissions to feed the showroom sales team qualified prospects.

Outcome

From September 2025 onward - once the rebuilt tracking was fully live - the persona-led strategy produced a high volume of qualified, high-intent actions and laid the foundation for multiple high-ticket vehicle sales.

ROAS / ROI

414 routing-form leads and 172 booked test drives at a CA$205.78 cost per booked test drive, off CA$35,493 in spend.

Highlights

Cost per booked test drive cut nearly 60%. After Bilō rebuilt the tracking and creative in September 2025, the cost per booked test drive fell from CA$514.71 to CA$205.78 - a ~60% reduction, making each high-ticket lead roughly 2.5x more efficient than the prior setup, while lead volume climbed sharply.