Jeep is mulling a revival of its original model, the legendary, military-honed Willys off-roader, in a bid to fight off Chinese competition in Europe.
Speaking at the Paris motor show, the brand’s chief Xavier Peugeot described the Willys as its “key attention” for the future, as one of several “new ideas” it could launch in the years to come.
Plans remain at an early stage, though; Peugeot said “we are not confirming any concrete launch”, and implied it was a project for after the brand’s current ‘Road to 2030’ strategy was complete.
He said that by 2030 a new generation of the Jeep Renegade crossover would be “on the road” and “ideas around Willys confirmed”.
Peugeot did not confirm what segment the new Willys might compete in but, when asked about B-segment models such as the Avenger, he pointed to the historic model.
He added that “original values” would be key in the brand’s fightback against Chinese entrants to the European market and that Willys is “a key card to play”.
Before the Willys arrives, Jeep will launch six new models in Europe – led by a new Renegade. The latest iteration of the small crossover will be based on the forthcoming STLA One architecture and has big sales ambitions. Peugeot pointed to the original Renegade having achieved 610,000 sales since 2014 and said the brand “would be mad not to consider it”.
Jeep aims for the six new models to give it coverage of 90% of the SUV class by 2030.
Peugeot also confirmed that the Recon – effectively an electric Wrangler – will be launched in Europe next year. It will not, however, come to the UK.