A spokesperson for the Cherokee Nation in Oklahoma has formally requested Jeep drop its namesake from the 4X4 line-up.
Speaking to US-based automotive outlet Car and Driver over the weekend, Chuck Hoskin Jr – principal chief of the first nations administration – said: “I’m sure this comes from a place that is well-intended, but it does not honour us by having our name plastered on the side of a car.”
"The best way to honour us is to learn about our sovereign government, our role in this country, our history, culture, and language and have meaningful dialogue with federally recognised tribes on cultural appropriateness,” he continued.
Jeep – which is now owned by the Stellantis group courtesy of the recent high-profile FCA and PSA merger – has been using the aforementioned nameplate on and off for close to half-a-century, with the first “Cherokee” launched in 1974 as an off-road station wagon (shown above). The name was retired in 2001 for the North American market with the introduction of the Liberty, however reintroduced in 2013.
A spokesperson for Jeep in Australia told CarAdvice: "Our vehicle names have been carefully chosen and nurtured over the years to honour and celebrate Native American people for their nobility, prowess and pride. We are, more than ever, committed to a respectful and open dialogue with the Cherokee Nation."