The Cherokee Nation has requested that Jeep change the name of some of its vehicles. While you can probably guess which ones are causing offense, it should be stated that the automaker has been utilizing the Cherokee name to evoke a sense of power and natural harmony for over 45 years. But nobody is going to argue that native peoples have a decided advantage in who has first dibs on the title, especially in a time of unprecedented tensions regarding what’s deemed racially insensitive.

Chuck Hoskin, Jr., principal chief of the Cherokee Nation, certainly seems to think Jeep crossed a line. This is actually the first time the group has ever asked Jeep to change a vehicle’s name, though Jeep has also gone on record numerous times to defend its use.

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