The Cherokee Nation on Monday said it has requested that Jeep “retire” the name of its best-selling sport utility vehicle and called for a discussion with the automaker on “cultural appropriateness.”
The Grand Cherokee is Jeep’s top-selling vehicle, and the Cherokee its third-biggest-selling model. Together the vehicles made up more than 40 percent of Jeep’s total sales in 2020.
“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,” Chief Chuck Hoskin Jr. said in a statement.
“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,” he said.
Hoskin told Jeep’s parent firm Stellantis “he does not condone” the use of the name Cherokee on the vehicles, according to the statement