Jeep® Recreates Its Most Iconic Auto Show Entrance — This Time in Brazil
A Legendary Stunt Returns For A New Generation
Jeep® has officially brought one of the most unforgettable automotive moments of the early ’90s back to life — but with a modern twist and on a brand-new continent. Thirty-three years after then Chrysler Corporation Vice Chairman Bob Lutz and Detroit Mayor Coleman Young launched the all-new 1993 Jeep Grand Cherokee Laredo (ZJ) through a glass window at Detroit’s Cobo Hall during the North American International Auto Show (NAIAS), Jeep has recreated the stunt at the 2025 São Paulo Motor Show. And instead of a big 4×4, the spotlight this time went to the smallest model in the lineup: the Jeep Avenger.
For those who weren’t around in 1992, that original moment wasn’t just a reveal — it became an industry legend. It showed the world what Jeep capability looked like, and it set the tone for every Jeep debut that followed. So when Jeep Brazil wanted to introduce the Avenger in a way that honored the brand’s history while speaking to Brazil’s massive Jeep fanbase, there was really only one way to do it: recreate the stunt.
And they nailed it.
Instead of Cobo Hall’s iconic staircase and glass façade, the Avenger burst into view as part of a high-energy opening at the São Paulo Motor Show. Jeep reinforced the presentation with a massive anamorphic (3D) digital panel inside the Jeep Territory booth, featuring a looping animation of the Avenger “breaking in” that pays tribute to the original Grand Cherokee moment — but with a modern, digital spin.
Beyond the showmanship, the reveal carried serious business weight. Jeep confirmed that the Avenger will begin production in 2026 at the Porto Real Automotive Center in Rio de Janeiro. That makes it the fourth Brazilian-built Jeep model, joining Renegade, Compass, and Commander — all strong sellers in the region.
The launch ties directly into Stellantis’ R$3 billion (around $540 million USD) investment package for the Porto Real plant between 2025 and 2030. The plan includes upgrading production systems, adding new technology, and expanding Brazil’s supplier base. Stellantis has already hired 300 new employees for the plant this year and has secured five new suppliers to support upcoming production — two of which will operate inside the industrial park itself starting in 2026.
For Jeep, this moment was more than a stunt. It was a message: the brand is fully committed to Brazil, to growth, and to honoring the heritage that made Jeep what it is today. Recreating that iconic NAIAS introduction wasn’t just nostalgia — it was Jeep proving it still knows how to make an entrance.
