Jeep has used the nickname “Cherokee” since 1974 and is found on a few of its popular SUVs today. In 2013, during the last days of the Chrysler Group era before the Fiat merger, the Cherokee Nation declared The New York Times it had not been consulted before Jeep reintroduced the “Cherokee” in the United States as a replacement for the Liberty.
Now under the Stellantis umbrella after the FCA-PSA merger, Jeep faces increasing pressure to ditch the nameplate. Chuck Hoskin Jr., Chief Chief of the Cherokee Nation, said Automotive news earlier this week, Jeep “respectfully declined” to make the name change. However, The Wall Street Journal, after speaking with Stellantis CEO Carlos Tavares, now reports that this radical option has not been completely ruled out.
While the chief honcho of the world’s fourth-largest automaker is unsure whether there is “a real problem” with the use of the “Cherokee” name, he promises that the dispute will be settled if there is. a: [problem]“So far, he doesn’t see ‘anything negative’, adding that the Cherokee badge represents Jeep’s way of ‘expressing our creative passion, our artistic abilities.’
Carlos Tavares went on to say that Stellantis and Jeep are “ready to go anytime – to the point where we decide with the right people and without intermediaries.” The automaker is fully aware that this is a topic it should approach lightly given the popularity of the Cherokee and Grand Cherokee. Not only that, but there’s a new seven-seat Grand Cherokee L for 2022MY, which is also expected to get a new name.
The renewed discussions between Stellantis and the Cherokee Nation stem from a statement made by Chuck Hoskin Jr in February: “I’m sure this comes from a place that is well-meaning, but it does not honor us by having our name written on it. the side of a car. ”A new name would be a huge undertaking for Jeep in terms of marketing, but it seems Carlos Tavares is open to renaming his successful SUVs.