Home » Jeep could drop Cherokee title, Stellantis CEO claims

Jeep could drop Cherokee title, Stellantis CEO claims

Jeep could drop Cherokee name, Stellantis CEO says

It really is the very first time the automaker’s explained it truly is at least open to considering about ending the title.


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Stellantis, the guardian business of Jeep, isn’t really absolutely shutting down the concept of taking away the “Cherokee” name from its SUVs, CEO Carlos Tavares said in an job interview with the Wall Road Journal Wednesday. The automaker’s head said discussions with the Cherokee Country Indigenous American tribe remain ongoing, the to start with time an executive from the corporation tackled the controversy.

The Cherokee Nation criticized Jeep earlier this calendar year for continuing to use the “Cherokee” name on its compact SUV and larger “Grand Cherokee” products. Tavares said the company’s “all set to go to any level” as talks development, although he extra he is not certain “if there is a true issue.”

“But if there is just one, well, of study course we will remedy it,” the CEO explained. The Cherokee Nation’s principal chief, Chuck Hoskin Jr., informed Motor vehicle and Driver final month that Jeep had not beforehand entered into a “significant dialogue … on cultural appropriateness.”

“I’m absolutely sure this arrives from a location that is very well-intended, but it does not honor us by getting our identify plastered on the facet of a car or truck,” Hoskin explained.

Stellantis and Jeep did not quickly return requests for comment following Tavares’ remarks. Up till now, it really is appeared remarkably unlikely the automaker would drop the extended-running name from its SUVs. The “Cherokee” identify dates back to 1974, and the arguably far more well-liked Grand Cherokee entered the earth back in 1993.

The discussion arrives at a time of heightened consciousness of racial and cultural sensitivities in the US. Several sporting activities teams have dropped depictions of Native Individuals from their logos and mascots in the last couple years, and the Washington NFL group even adjusted its name.


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