Jeep® North America Chief Eyes Avenger, But Hurdles Remain

Jeep® North America’s new leader, Bob Broderdorf, is working to reverse a 9% sales decline the brand experienced in 2024 compared to the previous year. His strategy includes a fresh lineup, and one potential addition is the Jeep Avenger (JJ). While this subcompact crossover is thriving in Europe, its path to North America is unclear.

“I think the Avenger is an incredibly interesting product,” Broderdorf shared in a recent interview with MotorTrend. “It’s the kind of vehicle that could fit the growing demand for smaller, efficient SUVs, but there’s a lot to figure out first.”

The Challenges of Bringing the Avenger to North America – 

Broderdorf is well aware of the hurdles involved in bringing the Avenger stateside. “I have to run the business case to see if it can be done,” he explained. “Can I sell it? What would it cost? Can I get it here in a way that makes sense for our customers?”

The Avenger is built on the Common Modular Platform (CMP), a design tailored to European markets. “The platform was never intended for North America,” Broderdorf stated. “Modifying it to meet our regulations would be a significant investment.”

Production location also complicates matters. “The Avenger is built in Poland alongside the Alfa Romeo Junior and Fiat 600,” he noted. “None of these vehicles are currently planned for the U.S. or Canada, and that makes logistics even tougher.”

How the Avenger Fits in Jeep’s Lineup – 

The subcompact SUV could face internal competition from Jeep’s next-generation Renegade, which is set to debut as an all-electric model with a sub-$25,000 starting price. “We’re really excited about what the new Renegade will bring to the table,” Broderdorf said. “Adding the Avenger would require us to be very clear about how the two vehicles coexist in our lineup.”

Avenger’s Specs: Global Appeal – 

The subcompact B-SUV is offered in three powertrain configurations globally: a mild hybrid, a battery-electric model, and a combustion-only version. The electric Avenger is the most powerful, delivering 156 horsepower and 260 Nm (191 lb-ft) of torque. Its WLTP-rated range is up to 249 miles, though Broderdorf acknowledges this might not impress North American customers.

“Our customers expect a certain range and performance from an EV,” Broderdorf said. “If we bring the Avenger here, it would need to meet or exceed those expectations to compete in this market.”

What’s Next for Jeep? – 

Broderdorf emphasized that the little Jeep is still on his radar but not a guaranteed addition. “I have a hit list of things we need to tackle to turn things around, and the Avenger is definitely on there,” he said. “But I need to make sure we’re making decisions that are right for our customers and the brand.”

Jeep is focusing on its next-generation Compass, Renegade, and Cherokee successor. While the Avenger’s future in North America is uncertain, Broderdorf’s willingness to explore new opportunities demonstrates his commitment to revitalizing the brand’s lineup and meeting evolving customer demands.

Source: MotorTrend