Jeep Weighs Willys Comeback to Take On Chinese Rivals in Europe

Jeep is considering bringing back the Willys, the bare-bones off-roader that grew out of the Second World War, and the brand's chief sees it as a possible weapon in Europe's increasingly crowded market.

Speaking at the Paris motor show, Xavier Peugeot called the Willys Jeep's "key attention" for the years ahead and placed it among several "new ideas" the company could launch later. He was quick to temper expectations, though. "We are not confirming any concrete launch," he said, and he suggested the project would come only after the current Road to 2030 strategy has played out.

The Willys' future shape is still unclear. Peugeot did not name a segment for it, but when asked about small models such as the Avenger, he steered the conversation back to the historic nameplate. He argued that "original values" will be central to Jeep's push against Chinese newcomers in Europe, and described the Willys as "a key card to play."

It will not arrive first, however. Jeep plans six new models in Europe before any retro off-roader appears, led by a new Renegade built on the upcoming STLA One architecture. Peugeot pointed to the original Renegade's 610,000 sales since 2014 and said the brand "would be mad not to consider" a successor. Together, the six models are meant to give Jeep coverage of 90% of the SUV class by 2030.

The show also brought news on the electric front. Peugeot confirmed that the Recon, effectively an electric Wrangler, will reach Europe next year. It will not be sold in the UK.