The Cherokee Nation wants Jeep to stop using the tribe’s name that’s graced some models since 1975. Chief Principal of the Cherokee Nation, Chuck Hoskin Jr. says he anticipates “further discussions” over a potential rebranding.
“Our names were carefully selected by our ancestors before written history.People should think about how proud the Cherokee people are to still be a people after all we have been through, and that is far more valuable than whatever marketing issues,” he explained.
The Cherokee name has been used in Jeep’s line of vehicles since the mid-1970s and has taken on various iterations, from a station wagon to the popular Grand Cherokee SUV that is currently branded with the name.
In the decades since, relations between Native American tribes and corporate imagery depicting the people has changed dramatically. Some brands have stepped back from using Native American appropriation in their companies such as the NFL’s former Washington Redskins Football Team which changed its name in 2020 to the Washington Football Team.