2021 Off to a Tough Start for Jeep

It has been a tough month for Jeep. The auto manufacturer had one of the most talked-about Super Bowl commercials with its spot featuring music legend Bruce Springsteen, only to have to pull the spot from the post-Super Bowl rotation less than a week later when reports of The Boss’ arrest on DUI charges surfaced (a blood test showed he was at about one-fourth the legal limit and the DUI charges were later dropped).

More recently, the principal chief of the Cherokee Nation demanded that Jeep stop using the term “Cherokee” in the names of its SUVs – a demand that affects Jeep’s best selling (Grand Cherokee) and third-best selling (Cherokee) vehicles. Jeep parent company CEO Carlos Tavares announced yesterday he is open to dropping the Cherokee name.