By the Cherokee Nation, Jeep requested to modify name of its SUV

The Jeep Cherokee name "does not honor us," says Cherokee Nation Chief Hoskin.

It's the ideal opportunity for Jeep to rethink calling its SUVs "the Cherokee" and "Grand Cherokee," says Cherokee Nation Chief Chuck Hoskin, Jr.

This denotes the first run through the Cherokee Nation has straightforwardly requested that Jeep quit utilizing its name for vehicles, something the brand has accomplished for as long as 45 years.

Albeit the Cherokee Nation has remarked on the name before, this time, the discussion was reignited via Car and Driver, which contacted Chief Hoskin for input on the point.

"I'm sure this comes from a place that is well-intended, but it does not honor us by having our name plastered on the side of a car. The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture, and language and have meaningful dialogue with federally recognized tribes on cultural appropriateness. I think we're in a day and age in this country where it’s time for both corporations and team sports to retire the use of Native American names, images and mascots from their products, team jerseys, and sports in general," he told the publication.

The primary Jeep Cherokee showed up in model year 1974, and albeit the nameplate was resigned for the Jeep Liberty somewhere in the range of 2002 and 2014, Jeep kept on selling a Grand Cherokee model all through that time.

Indeed, the Grand Cherokee is Jeep's blockbuster, with almost 210,000 discovering homes in the US in 2020.

As Ars has recently covered, in 2017 the US Supreme Court decided that hostile brand names are A-OK under American law. Yet, 2020 saw a reestablished consciousness of racial equity in the US.

The Washington, DC-region NFL group at long last quit utilizing its hostile name that July, and in December, Cleveland's MLB group binned the two its name and bigoted mascot.

As far as concerns its, Jeep—presently some portion of Stellantis—told Car and Driver that "our vehicle names have been carefully chosen and nurtured over the years to honor and celebrate Native American people for their nobility, prowess, and pride. We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr."