The Return of the Jeep Cherokee
Jeep has announced the new generation of the Cherokee for 2026, which will return to the market after a short hiatus. The company has released the first images and details of the updated crossover. Although information about the new model had surfaced earlier, the official confirmation sparked controversy due to the use of the name “Cherokee.”
In 2021, representatives of the Cherokee Nation appealed to Jeep to stop using their name for vehicles. In response, the company stated:
Our vehicle names have been carefully chosen to honor and celebrate the indigenous peoples for their nobility, craftsmanship, and pride.
However, public opinion on such practices has shifted over the past decades, leading many organizations to abandon related names and symbols.
Historical Context
The Cherokee name has been used by Jeep since the 1970s, but in the past, the company has abandoned it in favor of other names, such as Liberty. In 2024, former Jeep CEO Antonio Filosa hinted that the new model might receive the old name, and now this has been officially confirmed.
The issue of cultural appropriateness remains relevant. For example, some U.S. sports teams, such as the Cleveland Indians and Washington Redskins, changed their names due to criticism, while others, like the Kansas City Chiefs, continue to use theirs. In Jeep’s case, the decision to retain the Cherokee name has sparked debate, especially considering that the company has previously shown a willingness to change. For instance, during a naming contest for the new Wagoneer S electric vehicle, they ignored thousands of suggestions and kept the codename.
Was it worth it for Jeep to return to the Cherokee name? On one hand, it is a legendary brand; on the other, modern trends demand greater sensitivity to cultural issues. Perhaps the company missed an opportunity to update not only the design but also the model’s identity.