Jeep floats Willys revival as affordable electric SUV beyond 2030

A possible return to Jeep's origins

Jeep has signalled it is considering reviving the Willys name for a modern, compact and electrified vehicle inspired by the original 1941 Willys MB military 4x4 that gave the brand its start. Speaking at the 2026 Paris motor show, Jeep's European boss Xavier Peugeot told Autocar the vehicle had yet to be officially confirmed, but described it as one of the brand's ideas for after its current 'Road to 2030' strategy is complete. ¹²

In remarks reported by Autocar, Peugeot highlighted three attributes for the potential model: compacity, EV affordability and remaining iconic. 'We've got a plan in place, but we've also got new ideas to keep feeding this plan – how could we forget to consider concrete ideas around Willys?' he said, adding 'give us some time and I promise we will come back to you'. Jeep has indicated such a vehicle is something for 2030 and beyond. ⁶⁵

The project remains at an early conceptual stage, and Peugeot was explicit that Jeep is 'not confirming any concrete launch for this year or that year', according to Autocar's reporting as carried by Autotech Plus. He suggested that ideas around Willys would be confirmed by the turn of the decade, but no production green light, timing, pricing or technical specifications have been announced. ⁵⁴

Fighting back against Chinese rivals

The Willys revival is being framed as part of Jeep's response to the growing presence of Chinese brands in the affordable EV space in Europe. 'One of our main assets to counter this offensive is our DNA,' Peugeot told Autocar. 'People want the original. They expect Jeep to remain as strong and connected to its original values as possible.' ¹⁵

Autocar reports Peugeot described the Willys project as 'a key card to play in the fightback against the Chinese newcomers', noting all brands in Europe are facing this situation. The emphasis on brand heritage echoes the retro-styling wave among European manufacturers seeking to differentiate themselves from low-cost Chinese electric vehicles. ⁵⁷

A shared low-cost EV platform

Specifics have yet to be locked down, but CarExpert reports the Willys could be based on the platform Stellantis is developing for low-cost EVs that align with the EU's planned 'E-car' regulations, devised to incentivise sales of small, affordable electric cars. That architecture is set to underpin a production version of the Citroen 2CV concept unveiled at this year's Paris motor show, as well as a similarly sized model from Fiat wearing the Panda name. ¹

French publication Automobile Propre, as cited by Forococheselectricos.com, reports the 2CV and Panda will form part of Stellantis's E-Car project and arrive from 2028, with the 2CV estimated at around 15,000 euros before incentives. If the Willys receives a green light, it would presumably be more expensive than the Citroen, but would still be positioned as an affordable electric SUV capable of competing against low-cost Chinese EVs such as the BYD Dolphin Surf. ⁷

Peugeot told Autocar that 'each model in our future range will be 4x4-compatible', which would further set the Willys apart from the 2CV and Panda. Automobile Propre notes the original 2CV and Panda both had 4x4 versions, making an optional all-wheel-drive system for the E-Car family a plausible development for the group. ⁵⁷

Retro styling and a utilitarian brief

Stellantis issued a teaser image showing a Willys MB military vehicle in front of a box bearing the silhouette of a slightly larger SUV, with a short, boxy shape, bluff ends and an externally mounted spare wheel — a look reminiscent of the Suzuki Jimny, according to CarExpert. Za Rulyom adds that the teaser box carries a 'Not Fragile' stamp. Like the 2CV and Panda, the Willys would honour its namesake by being affordable and utilitarian. ¹⁵⁸

Polish outlet MotoGuru.pl, reporting on Autocar's information, notes the new Willys would be a contemporary interpretation of the original's core principles — simplicity, small dimensions and a utilitarian character — rather than a direct recreation of the historical off-roader. The publication cautions that the name alone would not guarantee genuine off-road ability, and it remains unclear whether the model would receive four-wheel drive or be primarily a road-focused vehicle. ⁴

The historical resonance is central to the idea: the Willys MB became one of the most recognisable military vehicles of the Second World War, and its postwar civilian CJ lineage shaped the design philosophy of later Jeeps including the Wrangler, which has already carried Willys as a trim designation in modern times. ⁴¹

Where it fits in Jeep's European plan

The Willys would sit alongside a broader European expansion. At the Paris motor show, Jeep confirmed it will relaunch the Renegade before the decade is out, with the lineup growing to up to six models in Europe by 2030. Other confirmed models include the rugged Recon EV and a large SUV developed with Chinese automaker Dongfeng. Jeep's European lineup currently comprises the Avenger and Compass and, in some countries, the Wrangler. ¹

The new Renegade will be sized between the 4.08m-long Avenger and the 4.55m Compass. The original Renegade, made in Italy, launched in 2014 and Jeep sold 610,000 examples in Europe during its decade on sale. Marco Montepeloso, Jeep's European head of product planning, hinted to Auto Express that the Renegade will be sold outside Europe and therefore offer a wide range of powertrains. ¹

Several outlets position the Willys-inspired model below the Avenger, making it the entry point of the future range: Auto Enquirer reports it would sit in the small segment below the Avenger and Renegade, while Monavista Daily, as carried by Samara Online 24, likewise places it below the current Avenger. Insiders cited by Za Rulyom link any debut to the completion of the Road to 2030 strategy. ²³⁸

For now, no launch date, price, battery details, range or engineering specifics for a Willys revival have been confirmed by Jeep. The company has said it will provide more information about the project in future, with any production decision expected to follow completion of the Road to 2030 roadmap. ²⁴