Jeep CEO Christian Meunier discussed the change to its EV strategy during a promotional event for Jeep's Jurassic Park collaboration.
- The Wrangler 4xE has proven popular in both Europe and North America, representing the best-selling plug-in hybrid in this year’s first-quarter sales in the US.
- Jeep’s popular electrified models have made Stellantis the number-one selling low-emissions automaker in Italy, based on Italian government data.
- Nostalgia and pop culture continue to be key market ideologies for Jeep, with soon-to-be released Jurassic World Dominion using new Jeep Wranglers and Gladiators in the film.
By the end of 2022, the 80-year-old Jeep brand will cease the sales of purely internal-combustion-engine vehicles in Europe, global CEO Christian Meunier revealed. Following the launch of Jeep’s plugin-hybrid Wrangler 4xE in 2020, the company has experienced increased demand for EVs, especially in Europe. As 2022 ends, Jeep will focus on PHEVs and battery-electric vehicles for the European market.
“There is enough demand for us to make that bold move in Europe,” Meunier said. In fact, Jeep’s popular electrified models have made Stellantis the number-one selling low-emissions automaker in Italy, as confirmed by Italian government data for 2021. Meunier also said electrified models constitute 50% of Jeep sales in France.
The Jeep Wrangler 4xE was the bestselling plug-in hybrid in North America in the first quarter of 2022. Still, North American markets are evolving slower than those across the Atlantic. Jeep has committed to selling 100% BEV in Europe by 2030, compared to a projected 50% BEV sales in North America at the same time.”North America is a little bit behind Europe in electrification,” he said. It will be a few years before the automaker decides whether to end internal-combustion sales in the US, where PHEV versions account for 25% of sales for Wrangler, according to Meunier.Nostalgia is a powerful tool for selling vehicles and Jeep has an unparalleled American pedigree. Jeep is now playing on its cultural history with a Jurassic Park reboot that will feature the Wrangler 4xE. As keen eyes will remember, all staff vehicles in the original Jurassic Park were 1992 Wrangler YJ Sahara Models.
Now, the Wrangler 4xE is the star of show, first in a commercial promoting Jurassic World Dominion. Jeep Wranglers and Gladiators will appear in the film, as well as a vintage Wagoneer. “Jeep is a real and recurrent, consistent character in the movie,” said Olivier Francois, global president of Fiat Brand. Referencing the release of Jurassic World Dominion, Francois believes rooting these vehicles in pop culture will help drive sales. And Jeep is leaning into this methodology, offering Jeep Wave customers the ability to watch the film at select outdoor screenings sponsored by the company.Meunier said the automaker is selling every new Jeep it produces, creating the sort of demand backlog kept by all automakers at this time. Like other automakers, Jeep has faced chip shortages and ensuing production issues, though it hopes to be back on track by the end of this year.
Jurassic World Dominion opens on June 10.
Jeep Wrangler 4xe featured in Jurassic Park reboot.
Stellantis
Keyword: Jeep Will Only Sell Hybrids, EVs in Europe by 2023