The Jeep has a surprise announcement: Is the legendary SUV coming back?

Zeekr Europe’s executive director stated at the Paris Motor Show that automotive brand heritage is no longer a decisive factor for buyers, who increasingly prioritize technology and value over historical legacy. Lothar Schupet, the company’s European head, told the Slovenian television program Avtomobilnost that purchasing habits are shifting away from traditional brand history toward what vehicles actually offer customers. He noted that the Chinese manufacturer aims to leverage this trend to strengthen its sales presence in Slovenia and expand further across the continent. Schupet reported that Zeekr increased its European sales by more than 200 percent this year, surpassing a target of 20,000 units sold. The brand currently operates in twenty-two markets and plans to extend its network to more than thirty locations. He described the company’s ambitions in premium and luxury segments as ambitious yet optimistic, stating that new models will enter these higher-tier categories. The executive addressed questions regarding the brand’s identity, noting that Zeekr combines different environments to create a unique advantage. As part of the Geely group, which sells approximately four million cars globally annually, Zeekr utilizes the parent company’s financial, developmental, and technological resources. Schupet explained that the brand uses its European presence to adapt products for local consumers, describing the strategy as having the power of a giant with a European soul. Development activities take place in Germany, Sweden, and the United Kingdom, while the global design center is located in Sweden. These operations allow the company to better understand European tastes and expectations. Schupet highlighted specific adjustments such as suspension settings, driving modes, throttle response, steering feel, connectivity, and digital cabin management. He emphasized that customers should feel the vehicle was truly designed for the European market rather than being merely an export product. Citing research linked to McKinsey and Forbes, Schupet claimed that 87 percent of buyers seek advanced technology. He observed that electrification plays a crucial role, ranging from fully electric vehicles to plug-in hybrids. While traditional brands often showcase retro-inspired models at motor shows to evoke their history, Schupet argued that heritage remains a useful differentiation tool but cannot be the sole reason for purchase. He suggested this shift creates opportunities for newer brands while increasing pressure on established European manufacturers. In related developments at the same Paris event, Jeep indicated it might revive the iconic Willys concept. Xavier Peugeot, who took over as head of Jeep for Europe on September 1, suggested the possibility of returning to the legendary off-roader that founded the brand more than eight decades ago. However, he confirmed no final decisions have been made regarding production timelines, technical details, or drivetrain options. Peugeot noted that demand is rising for compact, environmentally friendly vehicles suitable for urban living and weekend trips, driven by growing urban populations. A potential new model could be smaller than the current Avenger, Jeep’s smallest European offering. Although the company has clear plans through 2030, Peugeot remained open to new ideas but did not confirm if the vehicle would proceed to manufacturing. Any successor might feature electrified or fully electric propulsion, though this remains speculative. Jeep is also expanding its European lineup, which currently includes only the Avenger and Compass. The brand plans to re-enter the D-segment next year, with the Jeep Recon scheduled for a premiere at the Brussels Motor Show in January. Another sporty utility vehicle in this class is expected to follow in 2028. Larger models will rely on existing Stellantis platforms, specifically STLA Medium and STLA Large. Additionally, Jeep intends to bring back the Renegade, which sold approximately 610,000 units between 2014 and its discontinuation, making it one of the brand’s most successful models in Europe. The new generation could utilize the STLA One platform, which is primarily designed for electric vehicles but also supports hybrid powertrain installations. This move follows the withdrawal of the Wrangler from the European market due to emission requirements, highlighting the need for adaptation to stricter environmental regulations.