Jeep has outlined its aims to lead the rollout of hybrid and electric vehicles in markets including Australia, despite slow-to-react governments and lagging emissions regulations that have held other car makers back.

Speaking to Australian and Asian media in a roundtable event earlier this week, Jeep brand CEO Christian Meunier described how the American off-road brand won’t wait for other car makers to launch hybrid and electric vehicles before introducing its own, nor will it wait for governments to strengthen emissions targets.

“Governments are starting to strengthen regulations and [emissions] compliance, and instead of just waiting for the governments to rule … I would like to have a proactive approach in those markets [including Australia and Asia] and bring electrification upfront, because I think it is very special and very exciting for the customers.

---

---

“I am going to push for electrification as a leader, not as a follower. We’re not going to [be] after the other [car makers], we’re going to be first, and we’re going to do everything we can in all [global] regions,” Meunier added.

The commitment to electrified vehicles in the Asia-Pacific region – comprising Australia, New Zealand, South-East Asia, and other nations and areas – comes as Jeep announces its goal for 70 per cent of its sales by 2025 to be electrified, using either mild-hybrid, ‘conventional’ self-charging hybrid, plug-in hybrid or all-electric power.

MORE: Electric Jeep Wrangler Magneto concept revealed, but plug-in hybrid falls short

---

---