As of recent, Jeep has received a significant amount of backlash from the Cherokee nation for their usage of the Cherokee name on their SUVs. And now, following some back-and-forth on the decision, it seems as though Jeep will be keeping the Cherokee name on its respective vehicles as they proceed to roll out their newest iterations.
The basis for this dispute stems from the ongoing conversation between Jeep and the Cherokee nation, which began after Principal Chief Chuck Hoskin, Jr. had expressed his distaste for Jeep’s usage of the Cherokee name, telling Car and Driver, “It does not honor us by having our name plastered on the side of a car”
Jeep’s parent company Stellantis subsequently responded by claiming they would keep an open mind about the idea. In a statement issued to CBS News, the automaker said, “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.,”
However, unless there are further discussions taking place that are not being made known to the public, that claim might be somewhat of an empty gesture. As with the Grand Cherokee L having already been unveiled, and the new Cherokee and Grand Cherokee expected to make their debut within the coming months, Jeep shows no signs of dropping the name from the SUVs any time soon.