Since the middle of the 1970s, Jeep has been using the Cherokee Nation name to sell their SUVs. Although the Native Americans never approved of its usage, the Cherokee Nation has now come forward and asked Jeep to stop using their name because “it’s time” for a change. Jeep’s potential name change comes during a time of national reckoning as retailers and manufacturers come to terms with racist pasts and try to make changes that are welcoming to more people.

Now, the Cherokee Nation has asked Jeep to change the name of their Cherokee and Grand Cherokee vehicles. This is the first time the group has made such a statement to Jeep.

“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,” Chuck Hoskin, Jr., principal chief of the Cherokee Nation, told Car and Driver in a written statement responding to our request for comment on the issue. “The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture, and language, and have meaningful dialogue with federally recognized tribes on cultural appropriateness.”

Since Jeep began using the Native American name to sell their vehicles, they have gone on record defending their decision to do so. But now that the Cherokee Nation has asked them to stop, Jeep might no longer be able to justify the act of cultural appropriation.

After a break in production, Jeep reintroduced their Cherokee models to the American market in 2013. Over the eight years since the vehicle was reintroduced, a lot has changed in American culture, including a push for companies to stop using racist names and mascots. The progressive push has changed sports teams, food products, and more.

“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,” Chief Hoskin said in his statement.

Jeep did respond to Chief Hoskin’s call for them to stop using the Nation’s name. Here’s what Jeep said:

“Our vehicle names have been carefully chosen and nurtured over the years to honor and celebrate Native American people for their nobility, prowess, and pride. We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.”

However, few people agree with Jeep, including Amanda Cobb-Greetham, a professor at the University of Oklahoma and director of the school’s Native Nations Center. Cobb-Greetham is a member of the Chickasaw Nation and believes that Jeep is not honoring the Cherokees by using their name to sell cars to American consumers across the country.

“If you’re going to honor somebody, give them an award,” Professor Cobb-Greetham said. “If you’re going to name a product after them, you’re selling.”

What do you think about Jeep’s decision to use the Cherokee name to sell their popular cars?