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Jeep Weighs Willys Revival to Counter Chinese Rivals in Europe
Jeep is considering bringing back its historic Willys model as an affordable compact electric SUV, with a decision expected by 2030 as part of a wider European line-up overhaul.
By George Kensington · 4 min read
Jeep is exploring a revival of the Willys, the military off-roader that helped define the American brand in the Second World War, as it looks to fend off fast-growing Chinese competition in Europe. The company's new chief executive, Xavier Peugeot, said at the Paris motor show that the Willys is a «key attention» for the brand's future and one of several «new ideas» that could reach showrooms in the coming years.
Peugeot described the heritage model as «a key card to play in the fightback against the Chinese newcomers». He argued that the pressure is felt across the continent and beyond, and that Jeep's strongest defence is its identity. «One of our main assets to counter this offensive is our DNA,» he said. «People want the original. They expect Jeep to remain as strong and connected to its original values as possible.»
The project remains at an early stage, and Peugeot was careful not to commit to a launch date. «We are not confirming any concrete launch for this year or that year,» he said, suggesting instead that ideas around the Willys would be confirmed by the turn of the decade, once Jeep's current «Road to 2030» strategy is complete.
What the company has sketched out so far points to a small, purely electric SUV. Peugeot highlighted «BEV affordability» and compactness as key attributes, and when asked about the B-segment — the class in which Jeep currently sells the Avenger — he pointed to the Willys project. A teaser image released by the brand shows the silhouette of a new model behind an original Willys MB, revealing a short, boxy shape with upright ends and a spare wheel mounted on the tailgate, echoing the look of the Suzuki Jimny.
The brief aligns with plans at Stellantis stablemates Citroën and Fiat, which are preparing a new 2CV and a small model in the Panda family. Those cars are expected to use a new architecture developed around the EU's planned «E-car» regulations, designed to encourage sales of small, affordable electric vehicles. Jeep could use that platform to distinguish the Willys from its own Avenger and the next-generation Renegade. Peugeot also said that «each model in our future range will be 4x4-compatible», a feature that would set the Willys apart from its French and Italian cousins and mirror the utilitarian spirit of the original wartime Jeep.
Before any decision on the Willys, Jeep will overhaul its European range. Peugeot confirmed the brand will introduce «up to six new models by 2030», lifting its coverage of the European SUV market from around 50% to 90%. The new line-up will be led by the second-generation Renegade, built on the same STLA One platform as the forthcoming Peugeot 208, Vauxhall Corsa and DS N°3. The model will fill a gap between the 4.1-metre Avenger and the 4.5-metre Compass.
Peugeot noted the original Renegade's strong record, with 610,000 sales since its 2014 launch, although it was retired in Europe in 2025. «We would be mad not to consider it for the future, and we will not be mad,» he said, confirming the car would be «on the road» by 2030.
He also confirmed that the Recon off-roader, effectively an electric Wrangler, will arrive in Europe next year. A Jeep spokesperson said it will not be converted to right-hand drive and therefore will not be offered in the UK. A second SUV in the D-segment is due next year as well, likely a new Cherokee or a closely related model.
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