Jeep’s dad or mum firm has ignored objections by the Cherokee Nation that it mustn’t use the Cherokee identify on a few of its merchandise. Two years in the past, Chuck Hoskin Jr., principal chief of the Cherokee Nation, instructed Car & Driver that he wished the identify of his tribe off the Jeep Cherokee and Grand Cherokee fashions. (These are the worst new cars for the environment and humans.)

Jeep’s proprietor Stellantis has finished nothing as a result of its administration understands that renaming a serious product would damage gross sales. That is hardly an excuse, ethically. It calls into query administration morals.

Several different organizations that use Indian names have made adjustments, both due to public stress or moral choices by administration. One of probably the most distinguished was changing the identify of the Washington NFL staff, the Redskins. The staff’s new identify is the Washington Commanders.

Ultimately, the choice in regards to the Jeep identify rests with Stellantis CEO Carlos Tavares. He has purpose to not drop the Cherokee identify. Jeep gross sales fell 20% within the first quarter to 154,203. According to Cox Automotive, “The volume-leading Grand Cherokee had a sales decline of 27% to 54,502 units.”

Cherokee gross sales are off, which is a sort of justice.