The leader of the famous Indian tribe demanded to stop using the Cherokee name in the production of Jeep cars.
The transnational corporation Stellantis NV, formed as a result of the merger of the Italian-American automaker Fiat Chrysler Automobiles and a French car company Groupe PSA, is considering a portfolio review of its portfolio of brands, which includes the legendary brand Jeep. Among the models produced under it, some of the most famous are the Cherokee compact SUV and the larger Grand Cherokee, which can now change their names.
Now the company is negotiating with representatives of the Cherokee Indian tribe (Cherokee Nation), after which the brand was named. The nation is unhappy with the use of its name as an automobile brand. And it all started with the actions of Chief Chuck Hoskin, Jr., who turned to the management of the company, saying that such an attitude is humiliating for the tribe. Jeep's initial response was built in the vein that the name only glorified the largest of the North American Indian tribes (today, the Cherokee number approximately 250,000 people). It was proposed to hold open negotiations without intermediaries.
And then The Wall Street Journal published a material with a statement by Carlos Tavares, CEO of Stellantis, in which he actually admitted the possibility of abandoning the use of the Cherokee brand. Tavares claims that he does not see any problem, but even if it does appear, it will be quickly resolved. In general, his words can be interpreted as the fact that the company is ready for any outcome. In turn, Chuck Hoskin Jr. said that he appreciates Stellantis' readiness for dialogue.
The history of the Cherokee series began in 1974 and since then 5 generations have been presented. Dropping a well-known name may indeed affect the popularity of these SUVs, but it is doubtful that the impact will be significant.