The leader of Oklahoma’s Cherokee Nation wants Jeep to stop using the tribe’s name on its SUVs.
Chuck Hoskin Jr., principal chief of the Cherokee Nation expressed the viewpoint for the first time after Car and Driver magazine inquired whether or not the branding was appropriate in the context of the nationwide rethinking of racial and social justice issues.
“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,” Hoskin told the magazine.
Jeep has been using the Cherokee name for nearly five decades, despite having no ties to the tribe and not consulting it on in connection with the rollout of the eponymous vehicle model, according to the report.
The Grand Cherokee SUV is its top selling model. The smaller Cherokee was its third best selling domestic model last year.
The 2019 Jeep Cherokee SUV at the 2018 North American International