Jeep has used the
"Cherokee" name on its SUVs for decades, right up to today, where the
moniker is found on the compact
Cherokee crossover and the Grand Cherokee and Grand Cherokee L midsizers. Throughout that time, the Cherokee Nation has occasionally voiced its opposition to Jeep's use of the tribal name to sell vehicles, only to see nothing change. Most
recently, as Jeep prepares to launch the first-ever three-row Grand Cherokee L
and reveal the equally new two-row
2022 Grand Cherokee, the
principal chief of Cherokee Nation spoke out
directly against Jeep's continued use of the Cherokee name.
Well, when the story first
dropped two weeks ago at Car and Driver, it included a statement from Jeep that said,
among other things, that the automaker was open to a dialogue with the Cherokee
Nation and that it's always intended to "honor" and
"celebrate" the tribe with the name. However, principal chief Chuck
Hoskin, Jr. asking that Jeep drop the name altogether undercuts the basis of
the company's position. After all, how can an automaker honor a group by using
its name when the group doesn't want Jeep using the name?
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