Jeep Avenger’s Journey to Australia: A Unique Story of Convincing Head Office

Jeep’s first electric car, the 2025 Jeep Avenger, made its global debut in Europe 18 months ago, but it’s only now set to arrive in Australia. So, why the delay? Jeep Australia had to convince head office in the US to bring the model to local shores—a process that took longer than expected but was ultimately successful. Here’s how Jeep’s Australian team lobbied for the electric Avenger and why it’s a great fit for the Australian market.

The Early Days: A European-Centric Model

The Jeep Avenger was initially designed as a small city SUV aimed primarily at European markets. Built on Peugeot-designed underpinnings, the model was intended to be a compact and efficient EV for urban environments—something quite different from the rugged, off-road vehicles Jeep is known for. When the Avenger was unveiled in late 2022, Jeep Australia was not initially included in the plans for the model’s release.

In fact, at that time, Jeep’s then-CEO, Christian Meunier, stated that the Avenger would first head to markets like the UK and Japan, with Australia only possibly in the future if there was demand. However, despite being smaller than most vehicles in the Australian market, Jeep Australia believed the Avenger could still succeed locally and worked hard to convince the company’s leadership.

Convincing the US Head Office

Getting approval to bring the Avenger to Australia wasn’t a simple task. Jeep Australia had to make a compelling case for why the car would perform well in the local market. Bridget Thomson, product manager for small and compact models at Jeep Australia, explained, "It takes a little bit of time to do our unique Australian regulation development."

Additionally, Jeep had to persuade the head office that the Avenger’s smaller size wouldn’t be a dealbreaker. In a market where larger SUVs dominate, the idea of a smaller, electric city SUV seemed like a tough sell. However, Jeep Australia managed to convince them that the model had a place in Australia’s evolving car market, especially as electric vehicles (EVs) began to gain popularity.

A New Era for Jeep in Australia

The Avenger’s local arrival is particularly significant as it marks Jeep’s first electric vehicle for Australia. The car is set to launch in the second half of 2024, with a starting price of $49,990, excluding on-road costs. This puts it in the mid-price range for electric vehicles, offering a more affordable option for Australian drivers looking to switch to EVs.

Jeep Australia’s push for the model also aligns with the country's growing interest in electrification. In the past, there was some resistance to EVs, but as Bridget Thomson notes, "Australia is catching up," with more mainstream adoption on the horizon. Despite a slight slowdown in EV demand, Jeep believes the Avenger will appeal to a wide audience.

A Familiar Feel for Australian Drivers

One of the key selling points for the Jeep Avenger is its design and driving experience. According to Thomson, the car "looks and feels like an internal-combustion car." For many potential buyers, this familiarity will be crucial in making the switch to electric. Unlike some electric vehicles that feature unique driving styles, such as one-pedal driving, the Avenger maintains a more traditional driving experience, which Jeep hopes will make it less intimidating for first-time EV buyers.

Engineered for Australian Regulations

While the Avenger is built primarily for the European market, Jeep Australia had to make modifications to meet local regulations. One of the key adjustments was ensuring the model met Australian standards for child safety. In Europe, the Avenger lacks a top-tether anchor point for the middle rear seat—an essential feature for five-seat cars in Australia.

With these changes made, the 2025 Jeep Avenger is now ready to hit Australian showrooms in late 2024, just as the market for electric vehicles is starting to mature.

Looking Ahead

The Jeep Avenger represents a significant shift for the iconic brand, which has long been associated with off-road vehicles. With its entry into the electric car market, Jeep is not only embracing the future of automotive technology but also providing Australians with a new, affordable EV option.

As the market for EVs continues to expand, the Avenger could play a crucial role in Jeep’s future in Australia. It’s clear that the brand is ready to adapt to changing times—no matter how long it took to convince head office to make it happen.