Should Jeep Have Discontinued the Cherokee Name? | Carscoops

      The Cherokee is making its return later this year, but was it appropriate for the model to keep that name?

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       by Michael Gauthier

      

      

      

      

      

      

      

      The Jeep Cherokee is making a comeback after a brief break.

      A revamped version is set to be unveiled later this year.

      Jeep recently shared the first images and details about the new generation 2026 Cherokee. While a new crossover was anticipated, the name had been subject to discussion.

      

      

      As mentioned earlier this year, Stellantis revealed plans for “three all-new Jeep nameplates” and had been calling the model the “New Mainstream UV [Utility Vehicle].” This suggested the company was intentionally steering clear of using the Cherokee name.

      More: The Jeep Cherokee Is Back for 2026 And It Looks Nothing Like You Remember

      This isn’t the first instance of the company replacing the well-known Cherokee XJ with the Liberty. The Liberty lasted for two generations before being succeeded by the 2014 Cherokee KL, which remained until 2023.

      

      

      

      

      Nonetheless, there were indications that the Cherokee name would be reinstated after a short break. In 2024, then Jeep CEO Antonio Filosa hinted that you “could probably guess” the name of their mid-sized crossover.

      

      

      With the Cherokee’s return now confirmed, it raises the question of whether Jeep should have ceased using the name. The brand’s association with the name dates back to the 1970s, a time when Americans were more focused on oil embargoes than issues of political correctness.

      However, the past 50 years have seen significant changes. This period includes high schools and professional sports teams retiring names and mascots deemed offensive to Native Americans. The Cleveland Indians and Washington Redskins are notable examples, although some teams, such as the Kansas City Chiefs, have not made changes.

      In 2021, the Cherokee Nation requested Jeep to stop using their name. The company declined, explaining, “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.”

      

      

      

      

      

      

      

      

      

      This leads us to the question of the day: should Jeep have discontinued the use of the Cherokee name? It is certainly a famous name, but ultimately, it is just a name. Jeep has previously shown a readiness to abandon it, so doing so again wouldn’t have been particularly difficult.

      

      

      That said, Jeep doesn’t have a remarkable history when it comes to creativity. In 2022, the company held a contest to name their upcoming electric vehicle, codenamed the Wagoneer S. Despite receiving thousands of entries, they opted to retain the name Wagoneer S. In retrospect, they might as well have labeled it overpriced and unsellable.