Jeep has made a bold move into Japan’s electric vehicle (EV) market with the launch of its first all-electric model, the Avenger. Unveiled on September 26, 2024, this compact electric SUV seeks to carve out a share of Toyota’s home market.

According to Stellantis, the Jeep Avenger enters the Japanese market with a competitive starting price of ¥5.8 million ($40,000), positioning itself as a formidable contender in the growing EV segment. Powered by a 54 kWh battery, the Avenger arrives with a WLTP range of over 486 km (300 miles). True to Jeep’s rugged heritage, the Avenger comes equipped with the brand’s exclusive “Selec-Terrain” system, offering six driving modes to tackle various road conditions.

In terms of technology and comfort, the Avenger features advanced driver assistance systems (ADAS), including adaptive cruise control with Stop & Go functionality and Lane Positioning Assist.

The interior contains a 10.25-inch infotainment system compatible with Apple CarPlay and Android Auto, catering to tech-savvy Japanese buyers. Moreover, Jeep has also maintained its distinctive design language, incorporating the signature 7-slot grille and “X” signature lights, ensuring the Avenger is unmistakably a Jeep despite its electric powertrain.

To commemorate its entry into the Japanese market, Jeep is offering a limited “Launch Edition” of the Avenger. Restricted to just 150 units and priced at ¥5,950,000 ($41,000), this special edition comes with additional features such as a power sunroof, 18-inch aluminum wheels, and a black-painted roof. In a unique twist, buyers of the Launch Edition will also receive a 1/43-scale die-cast replica of their vehicle, valued at around ¥330,000 ($2,300).

The timing of the Avenger’s launch is particularly interesting, given the recent shifts in Japan’s automotive landscape. In 2023, imported EVs outsold domestically produced EVs for the first time, with 22,800 units compared to 21,000 domestic EVs. This trend suggests a growing openness among Japanese buyers to foreign EVs, a market shift that Jeep is keen to capitalize on.

The Japanese government is also playing a role in encouraging EV adoption, offering subsidies of ¥650,000 ($4,500) for Avenger buyers. This support, combined with Jeep’s offer of a “Jeep Charging Card” with six months of complimentary charging benefits for the first 500 buyers, could significantly boost the Avenger’s appeal in a market still dominated by gasoline and hybrid vehicles.

Jeep’s entry into Japan’s EV market comes at a time when domestic giants like Toyota are reassessing their EV strategies. Toyota recently lowered its 2026 EV sales target from 1.5 million to 1 million units, reflecting the challenges of shifting consumer preferences in a market long dominated by hybrid technology.

The success of other foreign brands, particularly BYD, whose Seal model became Japan’s best-selling imported EV in August 2024, has likely emboldened Jeep’s move. Stellantis aims to replicate this success, viewing Japan’s evolving automotive market as an opportunity to establish a strong presence in the EV segment.

Read More: BYD Expands Presence In Japan With New Seal EV Model Amidst Competitive Market

As Jeep introduces the Avenger to Japanese consumers, it is clear that the global EV race is heating up, even in markets traditionally dominated by domestic brands. The Avenger, with its blend of Jeep’s rugged heritage and modern electric technology, represents not just a new product launch, but a test case for how legacy American brands can compete in the evolving global EV marketplace.

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