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Jeep s facing the first official requests to drop the Cherokee name nearly 50 years after launching the SUV klee@businessinsider.com (Kristen Lee)
Jeep has used the Cherokee name on the Jeep Cherokee since 1974.
Chuck Hoskin Jr., Principal Chief of the Cherokee Nation, said he wants the name changed.
He told Car and Driver it s time for corporations to retire Native American names from products.
Jeep has been building the Cherokee SUV since the 1970s, but nearly 50 years later, there s a chance it could soon be called something else. The Cherokee Nation wants the automaker to stop using its name - marking the first time the tribe has officially requested a change, but not the first time the discussion has come up.
Jeep’s new parent company, Stellantis, has left the door open to changing the name of the Cherokee, but has shown no signs of doing it soon.
This follows a report from last month in which Chuck Hoskin Jr, principal chief of the Cherokee Nation, suggested that the use of the nation’s name on a car was inappropriate. Stellantis’ president, Carlos Tavares, said in an interview with the Wall Street Journal that if there was a problem, the company would solve it.
“At this stage, I don’t know if there is a real problem,” Tavares stated. “We are ready to go to any point, up to the point where we decide with the appropriate people and with no intermediaries.”