Jeep India brings back Wrangler Willys ’41 in 41-Unit limited run at ₹2 lakh premium

Jeep India has reintroduced the Wrangler Willys ’41 Special Edition in a strictly limited run of 41 units, reviving a heritage-inspired badge that previously sold out within a week of launch in 2025. The edition will be available on the Rubicon variant at a premium of ₹2 lakh over the standard model.

The launch underscores the company’s strategy of using legacy-driven, low-volume editions to sustain demand and pricing power in the premium SUV segment.

Built on brand legacy, limited by design

The Willys ’41 draws inspiration from the original 1941 Willys MB military vehicle that shaped Jeep’s global identity. This iteration features WWII-themed exterior graphics and “One of 41” collector badging, emphasising scarcity and exclusivity.

By restricting production to 41 units nationwide, Jeep India is positioning the SUV as a collector-focused offering rather than a volume play. The earlier Willys ’41 edition, launched in 2025, was sold out in seven days, prompting the company to bring back the nameplate with additional equipment.

Kumar Priyesh, Business Head and Director – Automotive Brands at Stellantis India, said the edition reflects the brand’s origins. “The Willys legacy forms the foundation of Jeep’s character. The Wrangler Willys ’41 blends that heritage with contemporary capability and exclusivity,” he said.

Feature additions to justify premium

The special edition comes equipped with motorised side steps and an integrated dash camera as standard fitment. An optional accessory pack, priced at ₹3.6 lakh, includes a roof carrier with integrated side ladder and a Sunrider rooftop system aimed at enhancing open-air and overlanding capability.

These additions are designed to differentiate the Willys ’41 from the standard Rubicon while maintaining the Wrangler’s core off-road credentials.

Niche play in a competitive SUV market

Special editions have increasingly become a tactical lever for automakers to refresh interest without full model upgrades. For Jeep India, the Willys ’41 serves as a brand-building exercise in a market where premium SUVs face intensifying competition.

In India, the Jeep portfolio includes the Wrangler, Compass, Meridian and Grand Cherokee. The brand operates under global automaker Stellantis.

With the Willys ’41 returning in limited numbers, Jeep India is banking on exclusivity, heritage branding and higher-margin variants to sharpen its positioning in the upper end of the SUV market.