For decades, the Jeep Cherokee has been one of the most recognizable vehicles in the SUV segment. Its name carries a legacy that stretches from rugged off-road adventures to everyday family use.
But in recent years, there’s been a heated discussion: Is Jeep dropping the Cherokee name? This question has sparked strong opinions, not only among car enthusiasts but also within Native American communities and the broader public.
Understanding this issue requires looking at the history, the controversy, and Jeep’s official statements—and what all this means for the future of a well-known brand.
The History Behind The Cherokee Name
The Jeep Cherokee was first introduced in 1974. It quickly became popular for its mix of tough off-road ability and practical size. Over time, the Cherokee name was used for several models, including the Grand Cherokee, one of Jeep’s top-selling SUVs.
The name “Cherokee” was chosen to evoke images of strength and endurance, inspired by the Native American Cherokee Nation. For many years, few questioned this branding choice.
The Cherokee and Grand Cherokee became essential parts of Jeep’s identity, selling millions of units worldwide.
Why The Controversy Emerged
In the last decade, there has been increasing sensitivity about the use of Native American names and imagery by sports teams, schools, and brands. The movement gained momentum after organizations like the Washington Football Team (formerly Redskins) and Cleveland Guardians (formerly Indians) changed their names.
Many began to ask if car brands should follow the same path.
Chuck Hoskin Jr., the principal chief of the Cherokee Nation, publicly requested in 2021 that Jeep stop using the Cherokee name. He stated that the name belongs to their people and culture, and it should not be used for commercial purposes without their approval. This request was widely reported by major news outlets and sparked debate within the automotive world.
Jeep’s Response And Recent Actions
Jeep has acknowledged the concerns raised by the Cherokee Nation. The company said it was open to dialogue with tribal leaders and would “respectfully engage in an open and honest discussion.
” However, Jeep did not immediately commit to removing the name.
Instead, they focused on promoting respect and listening to feedback.
In early 2023, Jeep announced the discontinuation of the Jeep Cherokee (KL) model after the 2023 model year. This decision led many to believe the Cherokee name might be gone for good. However, Jeep stated the move was due to business reasons such as shifting consumer preferences and production changes, not solely because of the name controversy.
It’s important to note that while the standard Cherokee has been discontinued, the Jeep Grand Cherokee remains in production, and as of mid-2024, still uses the name.
What’s Happening To The Grand Cherokee?
The Jeep Grand Cherokee is one of the brand’s bestsellers. It continues to carry the Cherokee name into 2024, with no official announcement about a name change. Some experts believe Jeep may eventually rename the Grand Cherokee as well, but for now, the company is staying quiet.
Below is a look at the sales impact of both models in recent years:
| Year | Cherokee Sales (USA) | Grand Cherokee Sales (USA) |
|---|---|---|
| 2021 | 89,126 | 264,444 |
| 2022 | 40,322 | 223,345 |
| 2023 | Discontinued | 221,120 |
Sales for the standard Cherokee dropped sharply before its discontinuation, while the Grand Cherokee remains a strong seller.
Why Brand Names Matter
Car model names are more than just words—they are tied to brand identity and consumer loyalty. Dropping or changing a name can affect how buyers see a vehicle. Jeep faces a difficult choice: respect cultural requests, or continue using a name that is deeply linked to its success.
When companies change long-standing names, customers sometimes become confused or lose interest. But brands are also under pressure to be socially responsible. Here’s how Jeep’s situation compares to other recent name changes:
| Brand | Old Name | New Name | Year Changed |
|---|---|---|---|
| Washington NFL Team | Redskins | Commanders | 2022 |
| Cleveland MLB Team | Indians | Guardians | 2022 |
| Jeep | Cherokee | TBD | Pending |
One thing beginners often miss is that a name change can involve huge costs. Jeep would have to update everything from badges to advertising, and even legal documents.
The View From Native American Communities
The Cherokee Nation has been clear: they want companies to stop using their name for profit. Their main argument is about respect and identity. While some members feel proud to see the name in use, most official statements ask for its removal unless there is meaningful collaboration and consent.
A non-obvious point is that changing the name is not just about removing letters from a badge. It’s about building a new relationship between automakers and the communities whose names they use.
What’s Next For Jeep And The Cherokee Name?
Jeep has not made a final decision about dropping the Cherokee name entirely. The regular Cherokee model is gone, but the Grand Cherokee continues.
The company says it is considering all voices and wants to act responsibly.
Many industry watchers believe that a name change is likely in the next few years, especially as pressure grows for brands to respect cultural heritage. Still, there are no official timelines.
Another detail often overlooked: Jeep could create a new model, perhaps electric, with a completely different name, and slowly retire the Cherokee line over time.
Frequently Asked Questions
Why Did Jeep Discontinue The Cherokee Model?
Jeep stopped making the Cherokee (KL) after 2023 due to low sales and a shift in market demand. The decision was not officially tied to the controversy, but the timing raised questions.
Is The Grand Cherokee Still Being Made?
Yes, the Jeep Grand Cherokee remains in production and is one of Jeep’s best-selling SUVs. There has been no announcement about dropping its name.
Has Jeep Officially Announced A Name Change?
As of mid-2024, Jeep has not publicly committed to changing or dropping the Cherokee or Grand Cherokee names. The company says it is listening to feedback from the Cherokee Nation and others.
What Does The Cherokee Nation Want?
The Cherokee Nation has asked Jeep to stop using their name unless there is respectful collaboration and consent. They believe their name should not be used for commercial gain.
Where Can I Find Official Statements On This Issue?
For official information and updates, visit the Cherokee Nation’s website.
As the situation develops, it’s clear that the conversation around the Jeep Cherokee name is far from over. Jeep’s decision—whatever it may be—will likely influence how other brands handle similar issues in the future.
The Cherokee name means something different to every group, making this a sensitive and important topic for both the automotive world and society as a whole.
