The chief of the American Cherokee Indians called on the Jeep brand to stop using the name of the people in the names of the Jeep Cherokee and Jeep Grand Cherokee cars to make a profit on the Native American culture.

Chief Chuck Hoskin Jr. said on CNN that it was time for corporations and sports teams in the United States to abandon the use of “names, images, and mascots” of Native Americans, particularly in the manufacture of products.

He stressed that it is “wrong” for Jeep to use the name of the tribe to sell cars, and such use “does not do honor” to the Indians.

“The Cherokee name belongs to a people, a particular nation, and I think Jeep and its parent company intend to do what they did: make a profit, capitalize on the image of Native Americans, Cherokee, that people have in their heads, and link it to their own brand and make money in the process,”

said the Cherokee chief.

Jeep said the car names are “carefully chosen and protected” to “honor and celebrate the Indians for their nobility, valor, and pride.” The automaker said it is committed to an “open and respectful dialogue” with Chief Chuck Hoskin Jr.

According to the channel, the Jeep Cherokee cars were produced from 1974 to 2001, but later, in 2013, this name was used for another SUV. The model of the Grand Cherokee car began to be produced in 1993.