The Cherokee Nation is asking Jeep to cease naming its SUVs after the Native American tribe.

The automaker has been utilizing the Cherokee model identify for about 45 years, however Chuck Hoskin Jr., principal chief of the Cherokee Nation, thinks sufficient is sufficient.

“I believe we’re in a day and age on this nation the place it’s time for each firms and staff sports activities to retire using Native American names, photographs and mascots from their merchandise, staff jerseys and sports activities usually,” Hoskin informed reporters. “I’m certain this comes from a spot that’s well-intended, however it doesn’t honor us by having our identify plastered on the facet of a automotive.”

Jeep responded to Hoskin’s pointed remarks by claiming the Cherokee identify is a tribute.

“Our car names have been fastidiously chosen and nurtured over time to honor and have a good time Native American individuals for his or her the Aristocracy, prowess, and satisfaction. We’re, greater than ever, dedicated to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.,” Jeep stated in an official assertion.

Hoskin informed the Wall Avenue Journal final yr that Jeep has by no means requested for permission to call its automobiles after the Cherokee Nation.

Though Jeep claims it needs an open dialogue with Hoskin, he instructed to the Detroit Free Press that the tribe isn’t eager about making a take care of the automaker that might enable them to proceed utilizing the identify.

“Our proud identify shouldn’t be a company advertising and marketing device,” Hoskin stated. “Our identify dates again to earlier than recorded historical past. It’s in opposition to all odds that we’re even right here. Our identify is invaluable to us as a part of our id. … In 2021, it appears wholly inappropriate for a company to proceed to make a revenue off our id.” 

Hoskin’s want that Jeep cease utilizing the identify “Cherokee” comes after a yr the place many American companies together with the Washington Soccer Group and Land O’Lakes butter stopped utilizing Native American mascots.