Leadership from the Cherokee Nation have publicly called on Jeep to stop using their name. It is the first time the nation has called for the Jeep Cherokee name to cease, despite the fact its been utilized since 1974.

Chuck Hoskin Jr., principal chief of the Cherokee Nation recently spoke with Car And Driver regarding the matter.

“I’m sure this comes from a place that is well-intended, but it does not honor us by having our name plastered on the side of a car,” Chief Hoskin told Car and Driver. “I think we’re in a day and age in this country where it’s time for both corporations and team sports to retire the use of Native American names, images, and mascots from their products, team jerseys, and sports in general.”

News of the nation’s sentiments towards the Jeep Cherokee name come amid significant racial reckoning in 2020. Several high-profile names were retied in 2020 due to their ties to racial matters. One such name-change was the Washington Football Club NFL team, whose original name was a racial slur.

Thus far Jeep has stated it chose the Cherokee name carefully and it opening a dialog with Chief Hoskin and the Cherokee Nation. At this time the company does not appear to be considering changing the names of two of its most popular products.