Jeep is considering reviving the Willys nameplate for an affordable electric SUV after 2030. The proposed model is among the brand’s ideas for expanding its compact EV line-up and countering growing competition from Chinese carmakers, particularly in Europe.
Speaking to Autocar UK, Xavier Peugeot, head of Jeep Europe, described Willys as a key area of focus for the brand’s future, with an electric revival among several ideas that could be developed in the coming years.
Peugeot identified Jeep’s heritage as an important differentiator against new rivals, saying, “One of our main assets to counter this offensive is our DNA.”
What we know so far
A teaser image released by Stellantis shows the original Willys MB military Jeep parked in front of the silhouette of a larger, closed-roof SUV. The silhouetted vehicle appears to have a boxy design and a spare wheel mounted on the tailgate, drawing inspiration from the original Willys’ utilitarian styling.
The teaser also features ‘Not Fragile’ lettering on a crate, hinting at a rugged positioning and a possible focus on off-road capability.
Jeep has yet to finalise the project’s specifications or confirm a production timeline. However, Peugeot highlighted electric vehicle affordability as an important consideration, suggesting the potential model could be positioned towards the more accessible end of the EV market.
The electric Willys could use a low-cost EV architecture being developed by Stellantis for vehicles intended to comply with the European Union’s proposed ‘E-car’ regulations. The production version of the recently revealed Citroen 2CV concept is also expected to use this platform.
Four‑Wheel‑Drive Capability Priority
Jeep’s heritage and off-road positioning could help distinguish the proposed SUV from other affordable electric models. Peugeot said that “each model in [Jeep’s] future range will be 4x4-compatible”, although the extent of four-wheel-drive availability and the technical details of the potential Willys EV remain unconfirmed.
The project is expected to progress after Jeep completes its current ‘Road to 2030’ strategy. However, Peugeot cautioned against interpreting the discussions as a firm product announcement, saying the company was “not confirming any concrete launch for this year or that year”.
He added that ideas around Willys would be confirmed by the end of this decade.
For now, an electric Willys remains a possibility rather than a confirmed production model. If it progresses, the project could combine Jeep’s heritage-led design with a more affordable electric platform as the brand prepares for intensifying competition in Europe.