Copyright Newsweek
Jeep is on a hot streak. The company's sales were up 11 percent year-over-year in Q3 and they are in the midst of a model lineup revamp that will see several new vehicles brought to market over the next six months. The Detroit-based automaker has resurrected its Cherokee two-row SUV, having last been produced in 2023, as a Subaru Forester and Toyota RAV4 competitor, but with more off-road prowess than those models deliver. And, Jeep has introduced refreshed Grand Cherokee and Grand Wagoneer SUVs ahead of the Recon electric 4x4’s debut later this year. In 2021, amidst a political and societal atmosphere of heightened cultural sensitivities, the Cherokee Nation formally requested Jeep cease usage of the Cherokee name for vehicles. The automaker has used the disputed word on its Cherokee and Grand Cherokee for a half century. At the time, Jeep was unyielding. Kristin Starnes, a spokesperson for Jeep’s parent company, Stellantis, said in a 2021 statement that the vehicle names were chosen, “and nurtured over the years to honor and celebrate Native American people for their nobility, prowess and pride.” Other companies bowed to growing pressure; two of America’s professional sports teams rebranded. The Washington Redskins National Football League team became the Washington Football Team in 2020 before being renamed the Washington Commanders in 2022. Cleveland’s Major League Baseball team, historically named the Indians, was renamed the Cleveland Guardians in 2022. In 2021, the Nation’s Principal Chief Chuck Hoskin Jr. told Car & Driver, “I think we’re in a day and age in this country where it’s time for both corporations and team sports to retire the use of Native American names, images and mascots from their products, team jerseys and sports in general.” Current Jeep CEO Bob Broderdorf did not occupy the brand’s corner office at the time that request came in, having been appointed to his current role in February 2025. Responding to a question from Newsweek at the debut of the new Cherokee, asking if, under his tenure, there has been any consideration given to changing the name of the Cherokee-branded SUVs, Broderdorf was clear: “No.” Newsweek reached out to the Cherokee Nation for comment on this story but did not hear back by the deadline.
