May 24, 2022


Automotive forever

Jeep SUVs May well Fall Cherokee Name, Suggests Guardian Firm Stellantis

So, what is Jeep heading to do?

Well, when the story initial dropped two weeks in the past at Car and Driver, it involved a assertion from Jeep that reported, among the other things, that the automaker was open up to a dialogue with the Cherokee Country and that it truly is generally supposed to “honor” and “rejoice” the tribe with the title. Nonetheless, principal chief Chuck Hoskin, Jr. inquiring that Jeep fall the identify altogether undercuts the foundation of the firm’s position. Immediately after all, how can an automaker honor a team by using its title when the group would not want Jeep working with the title?

Which brings us to the most up-to-date switch in the Cherokee name’s foreseeable future at Jeep, courtesy of the Wall Road Journal: Jeep may perhaps be open up to ditching the identify. This is a conclusion that Jeep definitely can’t take lightly—the nameplate has major recognition in the market, and as a result value. But controversy about the identify is just not new pretty much the same discussion amid market observers and Cherokee spokespersons transpired in 2013, when the 2014 Cherokee replaced the Liberty and resurrected the title on Jeep’s compact SUV. And the naming conclusions the organization has made have not included the Cherokee Country as a stakeholder. That, it seems, may well transform.

Carlos Tavares, the CEO of Stellantis, Jeep’s new mother or father firm fashioned amongst Fiat Chrysler and PSA Team, disclosed an openness to revisit the identify in an interview.

“At this stage, I will not know if there is a genuine issue. But if there is one particular, very well, of training course we will solve it,” Mr. Tavares claimed. The government appeared to press the strategy that the use of the Cherokee title wasn’t implicitly problematic, at the very least not in terms of outright offensiveness, adding “I don’t see just about anything that would be unfavorable here” and mentioning how working with the name is a type of expression. Irrespective, Stellantis is partaking in a head-on dialogue with the Cherokee Country in excess of Jeep’s use of their identify.

Whilst the end result of these talks are anyone’s guess, there is now a tangible probability that Jeep agrees to ditch the Cherokee title. That would signify the brand’s so-so compact crossover would want to be renamed, as would the Grand Cherokee and Grand Cherokee L.