The executive head of the Cherokee Nation has asked Jeep to stop using the Cherokee name. In a statement, Principal Chief Chuck Hoskin, Jr., said “I’m sure this comes from a place that is well-intended, but it does not honor us by having our name plastered on the side of a car.”
The Cherokee Nation is the largest of three federally recognized Native American nations that represent descendants of the Cherokee tribe.
Jeep’s response is, “Our vehicle names have been carefully chosen and nurtured over the years to honor and celebrate Native American people for their nobility, prowess, and pride. We are, more than ever, committed to a respectful and open dialogue with Cherokee National Principal Chief Chuck Hoskin, Jr.”
Hoskin suggested other ways to honor Native American nations. His statement continues, “The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture, and language and have meaningful dialogue with federally recognized tribes on cultural appropriateness.”
Name in Use Since 1974
Jeep has used the Cherokee name since 1974, when it first appeared on a two-door wagon called the Cherokee Chief. The name is currently used on two vehicles – the Cherokee compact crossover, and the Grand Cherokee midsize SUV.
Jeep also sold a small pickup truck under the name of another Native American nation, the Comanche, from 1984 to 2001. The Jeep Gladiator pickup is currently available in a Gladiator Mojave off-road trim, using the name of a historical nation now represented by the federally-recognized government known as the Colorado River Indian Tribes.
The Grand Cherokee and Cherokee are Jeep’s best-selling and third-best-selling models, respectively. Together, they made up more than 40 percent of Jeep’s 2020 sales volume. Yet it isn’t clear that the names have much bearing on that sales performance.
The compact SUV currently sold under the Cherokee name was known as the Jeep Liberty from 2002 until 2012. The Grand Cherokee has never carried another name in any market. It could be considered the spiritual descendant of the Jeep Wagoneer, which many consider the first SUV. But Jeep has already given that name to a new, full-size SUV set to reach the market later this year. This could necessitate an all-new nameplate if the company should choose to end the use of Native American names.
