Jeep sets sights on UK growth

"We screwed up", admits Jeep boss, but Avenger can be a catalyst in the electric era

- MATT PRIOR

Jeep is looking to turn around its fortunes in the UK-a market that "we screwed up twice", boss Christian Meunier has admitted to Autocar with a significant push into electrification.

The American company has identified EVs, including the warmly received Avenger, as the key to making significant inroads in Britain - where it currently holds a "virtually non-existent" 0.3% stake of the SUV market.

Here, in a candid interview, the Frenchman speaks about a new future for Jeep in Europe, its image and the enthusiast strength of the UK market.

What does electrification mean for Jeep capability? 

"For me, there's nothing more exciting than driving electric in a 4x4, and the reason is torque on demand, the one-pedal feel and the brake regen. You accelerate and brake with the same pedal, and that means that you can get the torque very that you need. It's extremely precise, very accurate, soft, very smooth. And at the same time it's silent, so you can hear the birds. The only thing you basically hear is the tyre on the rocks, which is pretty exciting stuff, right?"

We sometimes think that traditional owners are against change. Are you finding that?