UK: Jeep slashes prices for the Avenger Electric

In the trim ‘Longitude,’ the Avenger Electric now starts at 29,999 pounds. The other trims are also cheaper than before. The ‘Altitude’ trim is now available for £31,999, which is 4,700 pounds less than before. And the top of the range ‘Summit’ trim now sells for £33,999 with standard equipment, which is a price reduction of £4,900.

As British Autocar notes, slashing the prices of its Avenger Electric puts the Jeep on par with the Ford Puma Gen-E, which was just revealed this week. The latter is available for £29,995 in the UK.

It also makes the Jeep cheaper than other electric competitors, such as the Mini Aceman, Smart #1 and Volvo EX30. The price differences to Jeep Avenger Electric are now £1,801, £1,951, and £2,850, respectively.

Autocar writes that Jeep could have reduced prices to obviously generate demand and meet the tightening ZEV mandate in the UK. The mandate stipulates that at least 22 per cent of cars sold must be locally emission-free. For vans, there is a target of ten per cent. The quota will increase each year until the set phase-out date (currently 2030), after which no new cars with internal combustion can be sold in the UK.

Manufacturers who do not meet the target must either pay a fine or buy “ZEV allowances” from carmakers that exceed their target. It will cost carmakers 15,000 pounds per ZEV allowance for cars. For vans, the fine was reduced to 9,000 pounds in 2024 but will rise to 18,000 pounds for the remaining years that the regulation is in place. 

Many carmakers have criticised the mandate, saying the fines will cause them to lose money. Stellantis, Jeep’s parent company, even threatened that it could be forced to close its van plant in Luton near London. However, that would not affect the production of the Jeep Avenger Electric, which is manufactured in Poland.

Moreover, Autocar notes that “Jeep’s current EV sales figures put it on track to meet the stricter 28% ratio next year, but only by a fine margin.” So generating extra demand is always a safe bet – and a 5,000-pound price cut is still less than a 15,000-pound fine.

autocar.co.uk, jeep.co.uk (configurator)