Jeep Avenger EV now £5,000 cheaper in the UK

Jeep has slashed prices for its Avenger Electric in the United Kingdom by up to £5,000, making it a more tempting choice for EV shoppers. The starting price for the entry-level Longitude model is now a very specific £29,999, neatly aligning it with Ford’s shiny new Puma Gen-E. Coincidence? Unlikely.

But the real punchline? Even with the discount, the Avenger Electric is still over £5,000 pricier than its petrol sibling, AutoExpress reports. That’s right: you could keep burning fossil fuels and pocket a solid five grand – or go mildly hybrid for £4,000 less. Tough call for the planet-conscious bargain hunter.

Gallery: Jeep Avenger e - Electric test drive

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The price shuffle doesn’t stop at the base model. The mid-range Altitude trim is now yours for £31,999 – a tidy £4,700 reduction – while the swanky Summit trim tops out at £33,999, having shed an eyebrow-raising £4,900. For context, that makes the Avenger Electric cheaper than premium competitors like the Mini Aceman (by £1,801) and the Volvo EX30 (by a heftier £2,850).

So why the dramatic discount? Industry insiders suspect it’s less about generosity and more about dodging the wrath of next year’s stricter Zero Emission Vehicle (ZEV) mandate. Starting in 2025, automakers will need EVs to make up 28 per cent of their total sales, up from 22 per cent this year. Fail to meet the target, and it’s £15,000 in fines per gas-guzzler that tips the balance. Jeep’s price cuts could be the brand’s way of sweetening the deal to avoid coughing up hefty penalties.

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Still, some might grumble about the glaring price gap between Jeep’s petrol and electric Avengers. After all, Vauxhall has managed to price its petrol and electric Frontera models equally at £23,495. Jeep’s premium pricing strategy may leave some scratching their heads – or just heading to the nearest Vauxhall dealership instead.