Will there be a new generation of Jeep Cherokee models? Certainly, Jeep will continue producing this successful model. The question is whether they can continue using the name Cherokee for their SUV, as the Cherokee tribe members are urging the American brand to remove that name from their vehicles.
Chuck Hoskin, the Cherokee Nation’s director, stated, “We are in a time in this country where it is time for both corporations and sports teams to retire the use of names, images, and mascots of Native Americans from their products, team jerseys, and sports in general.” For decades, images of Native Americans have been used for promotion in the United States, ranging from cigars and butter to car sales for Cherokee, Pontiac, and Winnebago.
Jeep has been using the “Cherokee” name for its models since the 1970s, but its upcoming generation of vehicles arrives amid intense national discussion. The company has asserted, as reported by Car and Driver, that the names of all their vehicles have been chosen to honor Native Americans, and they find it challenging to change it now, having associated the name Cherokee with their off-road vehicles for almost half a century.
