The Cherokee Nation is asking Jeep to stop using its tribe's name on SUVs.
Now, the the automaker is responding.
It says its vehicle names have been carefully chosen over the years to celebrate native American people for their nobility, prowess and pride.
However, the principal chief of the Cherokee Nation says having their name plastered on the side of a car does not honor them.
Jeep says it's committed to an open dialogue with the tribe over this issue.