Feb 22, 2021

Jeep pushed to retire Cherokee name from SUVs

The Cherokee Nation wants Jeep to stop using its name to sell the firm's classic sports utility vehicles. Cherokee Nation Principal Chief Chuck Hoskin Jr said "It's time" for companies and sports teams to retire Native American iconography from logos, mascots and other products. Jeep has sold vehicles under the name since the 1970s. "Our vehicle names have been carefully chosen and nurtured over the years to honour and celebrate Native American people for their nobility, prowess and pride," the company said in a statement. Jeep reintroduced the Cherokee name to the US market in 2013, after temporarily dropping it roughly a decade earlier.

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