Stellantis essentially says sorry, no sorry, to the Cherokee Nation as Jeep refuses to drop the Cherokee name. Despite being discontinued, with time to find a new title, the Jeep Cherokee returns as Native Americans plead for change. 

Jeep keeps the Cherokee name and launches a new generation

Welcome the 2026 Jeep Cherokee back from the dead. This mid-size SUV was discontinued in 2001 and 2023. But it never said goodbye, only see you later. 

The Cherokee Nation and other Native American tribes knew that this flagship model probably wouldn’t go away forever. But they asked for a significant change to highlight cultural sensitivities. 

The Cherokee Nation asked that Jeep stop using the Cherokee title for SUVs like the Cherokee and Grand Cherokee. However, they’re quite important to the brand as the name first appeared on a Jeep back in 1974. 

Jeep spokesperson Kristin Starnes shared that the vehicle names were chosen and nurtured over the years to honor and celebrate Native American people for their nobility, prowess, and pride. 

According to Newsweek, current Jeep CEO Bob Broderdorf was appointed to his current role in February 2025. Upon the debut of the 2026 Jeep Cherokee, he was asked if he gave any consideration to changing the name of the Cherokee SUVs. 

All he said was, “No.” So, that’s not a good sign for success. But the Cherokee Nation’s Principal Chief Chuck Hoskin Jr. remains hopeful. 

He shared that he thinks the country is in a day and age where it’s time for both corporations and team sports to retire the use of Native American names, images, and mascots from products, team jerseys, and sports in general.