Cherokee Nation Asks Jeep To Stop Using Its Name On Cars

Following a query from Car and Driver magazine over the use of the Cherokee name by Jeep, the Nation's Chief has formally asked Jeep to stop using the name for its 4x4 vehicles in future.

In a written response to the magazine's query, Chief Chuck Hoskin Jr. suggested that the use of the name was not intended to be negative but that "it does not honor us by having our name plastered on the side of a car".

It is hard to disagree with the sentiment and whilst Jeep (Stellantis as the new owner) may feel that its investment in the name over the last forty-five years is worth protecting, realistically it should do the right thing now, before its newest model launches.

There might be a cost to finding an alternate name plate which suggests the values of the brand, but in the grand scheme of things, eating that cost will be no hardship and the positive impact of the change in the public perception of the company should be sufficient payback.