In a recent article from Car and Driver magazine, the automobile magazine is reporting that the Cherokee Nation is asking the Jeep® to stop using the “Cherokee” nameplate across its lineup of award-winning sport utility vehicles (SUVs).
“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,” Chuck Hoskin Jr., principal chief of the Cherokee Nation said. “The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture, and language, and have meaningful dialogue with federally recognized tribes on cultural appropriateness.”
Carlos Tavares, CEO of the newly formed Stellantis group was recently asked during an inquiry with the Wall Street Journal about his thoughts regarding the Hoskin Jr. statement in Car and Driver.
“We are ready to go to any point, up to the point where we decide with the appropriate people and with no intermediaries,” Tavares said. “At this stage, I don’t know if there is a real problem. But if there is one, well, of course, we will solve it.” Tavares went on to say, “I don’t see anything that would be negative here. I think it’s just a matter of expressing our creative passion, our artistic capabilities.”
Since 1974, the Jeep brand has been producing SUVs wearing the Cherokee nameplate. Originally launched on the Jeep (SJ) platform which also underpinned the legendary Wagoneer, the two-door Cherokee proved to be a popular sporty version of the successful SJ.
The Cherokee and Grand Cherokee nameplates are among the brand’s most well-known identities in the world. Jeep recently started production of its all-new fifth-generation 2021 Jeep Grand Cherokee L, the first-ever three-row Grand Cherokee model. The Grand Cherokee L is the first of a trio of new Grand Cherokee models coming in the upcoming months which will be sold around the globe.
Tavares recently visited the new Detroit Assembly Complex – Mack plant in Detroit, Michigan that is currently manufacturing the new Grand Cherokee L. The Grand Cherokee is one of the company’s most important vehicles internationally.