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Cherokee Nation requests Jeep drop namesake from line-up

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.

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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 Drive: "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."

The first all-new Jeep Grand Cherokee in a decade was revealed in January, with the first local deliveries expected later this year.

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William Davis

William Davis has written for Drive since July 2020, covering news and current affairs in the automotive industry. He has maintained a primary focus on industry trends, autonomous technology, electric vehicle regulations, and local environmental policy. As the newest addition to the Drive team, William was brought onboard for his attention to detail, writing skills, and strong work ethic. Despite writing for a diverse range of outlets – including the Australian Financial Review, Robb Report, and Property Observer – since completing his media degree at Macquarie University, William has always had a passion for cars.

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