Jeep Avenger Eyed by Brand’s New Boss in North America
High prices are a real problem right now for Jeep, which ended 2024 with its sixth consecutive year of declining sales. Bob Broderdorf, who took over last September as head of the brand in North America, recently admitted that the company went “too far” with Wagoneer pricing.
Looking for more affordable solutions to attract a larger number of customers, he also did an interview with Motor Trend in which he surprisingly expressed interest for the Jeep Avenger, that tiny new crossover that’s been sold in Europe and select markets in Asia since 2023.
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“I will tell you flat out: I am looking at it. I think the Avenger is an incredibly interesting product,” he said. “I actually love the look of that car, and what it is. Man, that thing is cool. I’m trying to understand what the shortcomings might be. Why it wasn’t picked [to be sold in the U.S.] to start with.”
We think it’s rather easy to figure out. The Avenger is pretty much the same size as a Hyundai Venue and its gas-powered variant is limited to 99 hp and 151 lb-ft of torque. There’s also a plug-in hybrid variant producing 134 hp, plus a fully electric Avenger rated at 154 hp. The latter, however, comes with front-wheel drive exclusively and a WLTP-estimated maximum range of 400 km, which would mean around 350 km (maybe less) if we were to use EPA or NRC test cycles.
Broderdorf said “there is a movement toward more affordable EVs” in the U.S., but the business case of importing the Avenger and selling it to North American drivers is hard to make. And let’s not forget that parent company Stellantis has already promised an electrified, next-generation Renegade for 2027.
In the meantime, Jeep has bigger things to deal with and more important debuts to prepare starting with the Recon, a Wrangler-like EV whose production model we expect to see shortly, and the new hybrid SUV that’s presumed to revive the Cherokee nameplate later in 2025. A traditional gas variant will be offered simultaneously. Oh, and a Gladiator 4xe plug-in hybrid is due to join the lineup this year, too.
