Jeep may revive Willys nameplate for upcoming electric SUV

Jeep is mulling a revival of its iconic Willys military off-roader for an affordable electric SUV after 2030. The proposed model is part of Jeep’s plans to develop compact EVs and strengthen its position against growing competition from Chinese carmakers, particularly in Europe. 

Speaking to Autocar UK, Xavier Peugeot, head of Jeep Europe, said that the Willys is the brand’s “key attention” for the future, and that its electric revival is one of several “new ideas” that could be realised in the coming years. He described Jeep’s heritage as a key advantage in countering new rivals, especially from China, stating: “One of our main assets to counter this offensive is our DNA.” 

Jeep Willys revival: All we know so far

A recent teaser image released by Stellantis shows the original Willys MB military Jeep parked in front of the silhouette of a larger, closed-roof SUV with a bootlid-mounted spare wheel. The boxy design of this SUV looks to draw heavily from the original Willys’ utilitarian trappings, and the “Not Fragile” lettering on the crate implies ruggedness and perhaps a focus on off-road prowess.

Specifics about the proposed Willys revival are yet to be finalised, but Peugeot noted “BEV affordability” as an important attribute, suggesting the EV could be aimed at the more attainable end of the price spectrum. To that end, the electric Willys may use a new low-cost EV architecture being developed by Stellantis for models that 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.  

Peugeot additionally said that “each model in [Jeep’s] future range will be 4×4-compatible,” which could help set the electric Willys revival apart from the rest of Stellantis’s upcoming EVs. The project is expected to move forward after Jeep completes its current ‘Road to 2030’ strategy. 

That said, Peugeot did remark that Jeep is “not confirming any concrete launch for this year or that year” and that “ideas around Willys [will be] confirmed” by the end of this decade.