The corporate heads behind the Jeep brand name are “open” to caving in to “woke” cancel culture, this time with the name “Cherokee” potentially facing the firing squad.
Utilized for decades as the moniker for its line of mid-size SUVs, the Cherokee name is synonymous with Jeep, particularly when it comes to those who remember the boxier classic “family-friendly” 4×4 models with nostalgia.
In recent times, the principal chief of the Cherokee Nation -identified as Chuck Hoskin, Jr.- spoke out directly against Jeep’s use of the name.
While Jeep execs claimed the name was always something of a badge to honor the tribe (much how Army aircraft bear the names of tribes), Hoskin isn’t having it, and Jeep is open to killing the iconic line- at least, in name only.
That said, those in charge don’t really see an issue as of yet.
“At this stage, I don’t know if there is a real problem. But if there is one, well, of course we will solve it,” said Carlos Tavares, the CEO of Stellantis, Jeep’s new parent company formed between Fiat Chrysler and PSA Group. “I don’t see anything that would be negative here.”
According to Motortrend, it should be noted that a similar discussion among industry observers and Cherokee spokespersons occurred in 2013, when the Jeep Liberty was replaced with the Cherokee once more.
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