Jeep Avenger Electric undercuts key rivals as price slashed by £5k

Jeep has slashed prices for the Avenger Electric, meaning the small SUV now undercuts rivals such as the Mini Aceman, Smart #1 and Volvo EX30 by a significant margin.

The entry-level Longitude model now starts at £29,999, which is £5000 cheaper than previously. That’s £1801 less than the Aceman, £1951 less than the #1 and £2850 less than the EX30.

It also puts it on a par with the new Ford Puma Gen-E, which starts at £29,995.

The Avenger’s middle-rung Altitude trim is now £31,999 (£4700 less than before), while the Summit range-topper is £33,999 (down by £4900).

Asked by Autocar why the discounts had been introduced, Jeep parent company Stellantis said: “This pricing adjustment makes the transition to an electric Jeep Avenger more accessible for customers, offering them an electric alternative without a significant price gap compared to an ICE Avenger model.”

The petrol Avenger is priced from £24,949.

It’s possible that the move has also been made in order to stimulate greater demand for the Avenger Electric, as government-mandated EV sales targets ramp up in 2025.

The UK’s zero-emission vehicle (ZEV) mandate dictates that 22% of any given car manufacturer’s new car sales must be electric, and the proportion will rise to 28% next year.

Companies that miss their targets face fines of £15,000 for every combustion-engined car they sell over the allowed threshold.

Autocar understands 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.

Discounting the Avenger Electric – currently its only EV – will surely help the brand (and by extension Stellantis) meet that target more comfortably.