Jeep SUVs May Drop Cherokee Name, Says Parent Company Stellantis

Jeep SUVs May Drop Cherokee Name, Says Parent Company Stellantis

So, what’s Jeep going to do?

Properly, when the story first dropped two weeks in the past at Car and Driver, it included a press release from Jeep that mentioned, amongst different issues, that the automaker was open to a dialogue with the Cherokee Nation and that it is all the time supposed to “honor” and “rejoice” the tribe with the title. Nonetheless, principal chief Chuck Hoskin, Jr. asking that Jeep drop the title altogether undercuts the premise of the corporate’s place. In spite of everything, how can an automaker honor a gaggle through the use of its title when the group would not need Jeep utilizing the title?

Which brings us to the newest flip within the Cherokee title’s future at Jeep, courtesy of the Wall Street Journal: Jeep could also be open to ditching the title. This can be a determination that Jeep actually cannot take evenly—the nameplate has vital recognition within the market, and due to this fact worth. However controversy over the title is not new; nearly the identical dialogue amongst trade observers and Cherokee spokespersons occurred in 2013, when the 2014 Cherokee changed the Liberty and resurrected the title on Jeep’s compact SUV. And the naming choices the corporate has made haven’t included the Cherokee Nation as a stakeholder. That, it appears, could change.

Carlos Tavares, the CEO of Stellantis, Jeep’s new mother or father firm shaped between Fiat Chrysler and PSA Group, revealed an openness to revisit the title in an interview.

“At this stage, I do not know if there’s a actual downside. But when there’s one, nicely, after all we are going to clear up it,” Mr. Tavares mentioned. The chief appeared to press the concept the usage of the Cherokee title wasn’t implicitly problematic, a minimum of not when it comes to outright offensiveness, including “I do not see something that will be destructive right here” and mentioning how utilizing the title is a type of expression. Regardless, Stellantis is partaking in a head-on dialogue with the Cherokee Nation over Jeep’s use of their title.

Whereas the result of those talks are anybody’s guess, there’s now a tangible chance that Jeep agrees to ditch the Cherokee title. That will imply the model’s so-so compact crossover would should be renamed, as would the Grand Cherokee and Grand Cherokee L.

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