Tech Desk: Jeep is reportedly considering an ambitious plan to revive its legendary Willys military off-roader as an affordable electric SUV after 2030. This strategic move aims to bolster Jeep’s presence in the compact EV market and counter fierce competition, especially from Chinese carmakers in Europe. The brand’s heritage, according to Jeep Europe head Xavier Peugeot, is a crucial asset in this evolving landscape.

The proposed Jeep Willys electric SUV is one of several “new ideas” being explored, with its electric revival gaining “key attention” for the future. Stellantis, Jeep’s parent company, recently teased an image showing the original Willys MB alongside a silhouette of a boxy, closed-roof SUV, hinting at a design heavily influenced by the utilitarian aesthetics of its predecessor. The “Not Fragile” lettering on the teaser crate underscores its potential ruggedness and off-road capability.

While specifics are still under wraps, affordability is a major focus. Peugeot highlighted “BEV affordability” as a critical attribute, suggesting the electric Willys could target a more attainable price point. It might leverage a new low-cost EV architecture from Stellantis, potentially shared with models like the upcoming Citroen 2CV concept, to comply with Europe’s proposed ‘E-car’ regulations.

Crucially, every future Jeep model, including the electric Willys, will be “4×4-compatible,” setting it apart in the burgeoning EV market. This project is expected to advance after Jeep’s ‘Road to 2030’ strategy concludes, though concrete launch dates remain unconfirmed, with ideas around Willys to be solidified by the decade’s end.