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  • Writer's pictureJasmine Steele

Yes, Jeep Should Retire Cherokee name from SUVs

Owners of Jeep., Stellantis, defends the use of the name saying it honors and celebrates Native American People

The Cherokee Nation is asking Jeep to rename its Cherokee vehicles.

The request comes at a time of heightened national discussion of racial and social justice issues. Recently, U.S. cities, companies and sports teams have been under scrutiny regarding their use of racist and stereotypical images.

Many organisations have had to remove or reconsider “statues, flags, symbols names and mascots that depict Confederate leaders or other historical figures, or that use Native American imagery and names.”

One recent example is the rebrand of Aunt Jemima, a 131-year-old brand grounded in the concept of the “mammy,” a submissive servant who eagerly nurtured the children of her white master.

The brand will now be Pearl Milling Company, named after “the original mill built in 1888 that began making the self-rising pancake mix in 1889.”

Other Examples

Familiar brands that have begun the rebranding process.

Honoring the tribe

Stellantis, owners of Jeep, defended its use of the name saying names are “carefully chosen and nurtured” to honor the Native American people.

The Cherokee nation responded saying it does not honor the tribe at all, is based on stereotypes, and does not represent the modern-day Native American and even somewhat diminishes them.


Jeep should honor the Tribe’s wishes or compromise. In 2005, the Seminole Tribe of Florida gave Florida State written permission for use of the tribes’ name, logos, and images in exchange for a scholarship program for students from the reservation. Florida State collaborates with the Seminole tribe to ensure an authentic use of its name. Jeep does not have this type of relationship with the Cherokee but would benefit if they made an effort.

If Jeep is going to continue to use the name, the tribe should get a say in what messages are portrayed. Jeep deepening the knowledge of Americans or in some way helping the Cherokee nation could result in a compromise.

Protests against racial injustice are only rising and other brands have already taken steps to rebrand their racial stereotypical names, logos, and images. Jeep will either take a stance or potentially be ostracized.

Do you think Jeep should change the name of their Cherokee vehicles?

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