The Cherokee Nation of Oklahoma says it wasn't consulted about the revival of the "Jeep Cherokee" brand.

The name was retired in 2002 but Jeep decided to bring it back. The company says no one told them it could be considered offensive or inappropriate but it doesn't look like anyone contacted the tribe.

“We are really opposed to stereotypes,” Amanda Clinton, a spokesperson for the tribe, told The New York Times. “It would have been nice for them to have consulted us in the very least.”

The tribe has not trademarked the "Cherokee" name.

Get the Story:
When Cars Assume Ethnic Identities (The New York Times 6/23)