Vehicle company, JEEP, has been asked by the principal chief of the Cherokee Nation, Chuck Hoskin Jr., to discontinue using the name of their tribe on their SUV’s.

Hoskin stated it “does not honor us by having our name plastered on the side of a car”. He also said “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”.

In a response to the request to remove the tribe’s name, Jeep stated that they are “committed to a respectful and open dialogue with Cherokee Nation”.

Jeep started using Cherokee on its vehicles in 1974 and has sold the Grand Cherokee SUV since 1992.