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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