Jeep SUVs can drop Cherokee names, says Stellantis of the parent company



So what will Jeep do?

Well, when the story first came up two weeks ago Car and driverIt contained a statement from Jeep stating, among other things, that the automaker was open to dialogue with the Cherokee Nation and that it is always intended to “honor” and “celebrate” the tribe by the name. However, boss Chuck Hoskin Jr., urging Jeep to drop the name entirely, undermines the very foundation of the company’s position. How can an automaker honor a group by using their name in the group? doesn’t want Jeep to use the name?

That brings us to the latest twist on the future of the Cherokee name at Jeep, courtesy of The Wall Street Journal: Jeep can be open to drop the name. This is a decision that Jeep certainly cannot make lightly – the nameplate has significant market recognition and is therefore valuable. But controversy over the name is not new. Much the same discussion among industry watchers and Cherokee spokesmen took place in 2013, when the Cherokee replaced the Liberty in 2014 and revived the name on Jeep’s compact SUV. And the naming decisions the company made didn’t include the Cherokee Nation as a stakeholder. That seems to be changing.

Carlos Tavares, the CEO of Stellantis, the new parent company of Jeep, which was founded between Fiat Chrysler and the PSA Group, showed in an interview the openness to reconsider the name.

“At this point, I don’t know if there is a real problem. But if there is, we will of course fix it,” said Tavares. The executive seemed to be pushing the idea that the use of the Cherokee name was not implicitly problematic, at least not in terms of being outright offensive. She added “I don’t see anything negative here” and mentioned how the use of the name is a form of expression. Separately, Stellantis is having a direct discussion with the Cherokee Nation about Jeep’s use of their name.

While the outcome of those conversations is everyone’s guess, there is now a tangible possibility that Jeep will agree to drop the Cherokee name. That would mean the brand’s compact crossover would have to be renamed, as would the Grand Cherokee and Grand Cherokee L.

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