Jeep CEO Christian Meunier has admitted that the company has “screwed up twice” in the UK market, where it currently holds just 0.3% of the SUV market. However, Meunier believes that the key to turning things around is a significant push into electrification, with EVs such as the Jeep Avenger being the key to making inroads in Britain. In an interview with Autocar, Meunier spoke candidly about the future of Jeep in Europe, its image, and the enthusiast strength of the UK market.

Meunier believes that electrification is the future of Jeep capability, stating that “there’s nothing more exciting than driving electric in a 4×4.” He cites torque on demand, one-pedal feel, and brake regen as some of the key benefits of electric vehicles. Meunier also believes that traditional owners are not necessarily against change, citing the success of the Wrangler 4xe in North America.

Meunier admits that Jeep has had little success in the UK market, citing the launch of the Renegade in 2014 and the powertrain issues that followed as one reason for this. He also admits that the launch of the Jeep Compass, built in India, was not appropriate for the UK market. However, Meunier believes that the Avenger, a pure BEV in the smaller part of the B-segment, could be a game-changer for Jeep in the UK.

Meunier believes that success for Jeep in the UK would mean increasing its market share from its current 0.3% to a more significant figure. He believes that British people are still passionate about driving and that there is nothing wrong with the Jeep brand. However, he acknowledges that dealers have lost confidence in the brand due to past difficulties and that the Avenger could be the catalyst for change.

In conclusion, Meunier believes that Jeep’s future in the UK lies in electrification and the launch of the Avenger. He is optimistic about the potential for growth in the UK market and believes that Jeep can resonate with British consumers who are passionate about driving.