While other brands adopt sleek and trendy designs, Jeep will retain its iconic boxy looks.
Jeep has one of the most recognizable product ranges of any manufacturer. The signature seven-slot grille and boxy styling ties all its models together, be it the rugged Wrangler or the upmarket Grand Wagoneer. And this design theme is set to carry on in the electric era, says Daniele Calonaci, designer of the all-electric Avenger.
Calonaci told Top Gear that the American brand won’t follow the trends other automakers are adopting. “There are a lot of companies […] that are going into the crossover [segment], but Jeep will remain more…boxy. Right now, people ask [for] high ground clearance or a commanding [driving] position. A lot of people require electrification.”
The designer says this results in minimal headroom and trunk space. “When you are on the highway during the summer, you have a lot of crossovers with a roof box because they don’t have space in the trunk. Jeep will remain boxy. Maybe we will lose [1.2 miles] in the range, but in the end, we will make our [customers] happy.”
The Avenger boasts 13.4 ft3 of trunk space, above average for the class it competes in. But the electric Peugeot e-2008, which has a sleeker exterior design, has 14.3 ft3 of packing space at its disposal. Admittedly, European reviews of the Avenger praise the square trunk opening and space, which makes loading and packing easier, and the generous headroom.
We have to agree with Calonaci. In the electric era, exterior styling will become more critical as we look for ways to differentiate one vehicle from another. If all crossovers and SUVs adopt the same styling cues and trends, the automotive landscape will look rather grim – from a style point of view. Customers will happily sacrifice a mile or two for individual styling and a more practical interior.
Even though Jeep is closely associated with burly engines and big power, the Stellantis-owned brand must embrace electrification. The Avenger is the automaker’s first EV, but it’s not sold here in the States. However, a slew of electric vehicles are on the way, such as the Recon and the svelte Wagoneer S.
“We [have] a huge [heritage] about those capabilities and huge engines, but in the end, we understood that we had to change gear. Electrification should be nicer for the future. When you go through what you need – torque and torque on demand – which is the best engine you can have? The electric one,” added Calonaci.
While Jeep is still very popular in the USA, the automaker has struggled to capture the imagination of European and UK customers. With the Avenger, it hopes to lure new and younger clientele into the fold.
