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Chief of Cherokee Nation desires Jeep to cease utilizing tribe’s identify on SUVs

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2019 Jeep Cherokee Trailhawk

Supply: Fiat Chrysler

The principal chief of the Cherokee Nation desires Jeep to cease utilizing the tribe’s identify on its SUVs, saying it “doesn’t honor us by having our identify plastered on the aspect of a automobile.”

Jeep began utilizing the Cherokee identify greater than 45 years in the past, together with on the model’s top-selling Grand Cherokee SUV. It additionally gives a smaller SUV known as the Cherokee, which was its third best-selling car final 12 months within the U.S.

“I believe we’re in a day and age on this nation the place it is time for each companies and crew sports activities to retire the usage of Native American names, photos and mascots from their merchandise, crew jerseys and sports activities on the whole,” Chuck Hoskin Jr., principal chief of the Cherokee Nation, stated in a press release. “I am certain this comes from a spot that’s well-intended, however it doesn’t honor us by having our identify plastered on the aspect of a automobile.”

2021 Jeep Grand Cherokee L

Fiat Chrysler

Hoskin’s assertion was initially despatched to Automotive and Driver in response to an inquiry about whether or not the tribe condoned Jeep utilizing the Cherokee identify on the automobiles. Julie Hubbard, a spokeswoman for the Cherokee Nation, stated Hoskin additionally advised Jeep, which is now part of Stellantis, that he doesn’t condone the usage of the Cherokee identify throughout a telephone name final month with not less than one firm official.

“The easiest way to honor us is to find out about our sovereign authorities, our function on this nation, our historical past, tradition and language and have significant dialogue with federally acknowledged tribes on cultural appropriateness,” Hoskin stated.

In an emailed assertion, Jeep stated its car names “have been rigorously chosen and nurtured through the years to honor and have fun Native American folks for his or her the Aristocracy, prowess, and pleasure. The corporate stated it’s greater than ever “dedicated to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.”

Hoskin’s criticism follows a number of corporations and sports activities groups stopping the usage of model names and logos that used ethnic stereotypes and caricatures. They’ve included meals manufacturers comparable to Aunt Jemima and Uncle Ben’s altering names or packaging in addition to Land O’ Lakes eradicating the picture of a Native American lady from its packaging. Sports activities groups, together with Main League Baseball’s Cleveland Indians and the Nationwide Soccer League’s Washington crew, previously the Redskins, are additionally dropping Native American imagery and names from their franchises.

Jeep has offered the Grand Cherokee since 1992. A brand new era of the car, together with a three-row variant, is predicted later this 12 months. The corporate first began utilizing the identify Cherokee on automobiles in 1974, in response to Automotive and Driver. After discontinuing the Cherokee identify in 2002, it reintroduced a car with that identify in 2013.

At the moment, a spokeswoman for Cherokee Nation advised The New York Occasions that the tribe had “inspired and applauded colleges and universities for dropping offensive mascots,” however “institutionally, the tribe doesn’t have a stance on” the Jeep Cherokee. She stated Jeep didn’t seek the advice of the Cherokee Nation earlier than saying the car.


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