The Cherokee Nation has urged Jeep to stop using its name for the company's popular sports utility vehicles. Principal Chief Chuck Hoskin Jr stated that it is time for corporations and sports teams to retire Native American iconography from logos, mascots, and products.
Jeep has sold vehicles under the Cherokee name since the 1970s, and the current model is one of its best-sellers. The company defended the name, saying it was chosen to honour Native American people, but expressed commitment to dialogue with the Cherokee Nation.
Jeep, owned by Stellantis after the merger of Fiat Chrysler and PSA Group, faces pressure amid broader scrutiny of branding. Last summer, following Black Lives Matter protests, companies like PepsiCo overhauled products criticised for racist tropes, and some sports teams announced changes.
Chief Hoskin noted that while the use of the name may be well-intentioned, it does not honour the Cherokee people. He made the comments in an interview with Car and Driver magazine. Jeep plans to unveil an all-electric Cherokee later this year.
