Jeep Could Return to Its Roots With a Revived Willys

Jeep is seriously considering bringing back its iconic off-roader, the original Willys that helped launch the brand more than eighty years ago. The project is still in its earliest stages, but Jeep is making it clear that this is about more than nostalgia. It could be a calculated move to win over European buyers.

The plans were outlined by Xavier Peugeot, who took over as head of Jeep's European operations less than two months ago. Speaking at a press conference in Paris, he described the Willys as a “key topic” for the brand and one of several ideas that could move forward after the current “Road to 2030” project is completed. He didn't confirm a launch date, but suggested the idea is in the pipeline behind several already-announced models.

Italian automotive publication Quattroruote reports that Jeep is currently evaluating concepts that combine compact dimensions, serious off-road capability, electrification, and recognizable styling. The idea is to create a small SUV that would sit below the current Avenger and the next-generation Renegade in Jeep's lineup.

During the presentation, Peugeot showed an image of a classic Willys parked beside a wooden crate marked “Not Fragile.” It was a reference to a mysterious teaser featuring a shipping container that Jeep had released a week earlier.

Peugeot openly acknowledged that the brand's heritage could be a powerful weapon against Chinese automakers competing in Europe. He described the Willys as an “ace up the sleeve” that Jeep could play when the time is right. Reading between the lines, a return to the European market could happen as early as 2030.

Until then, Jeep has plenty of other new models in the works. By 2030, the brand plans to expand its European lineup from two models to six. The updated Avenger and Compass will be joined by a new-generation Renegade, the all-electric Recon, an unnamed B-segment compact crossover, and a flagship midsize SUV developed in partnership with Dongfeng.

The Recon is expected to reach Europe in 2027 as an all-electric alternative to the four-door Wrangler. Peugeot also stressed that every new Jeep model will retain four-wheel drive, a core part of the brand's identity that the company has no intention of abandoning.