Chief of Cherokee Nation asks Jeep to cease utilizing tribe’s identify

The Jeep Grand Cherokee is the model’s best-selling mannequin, whereas the Jeep Cherokee is its third best-selling. Jeep not too long ago unveiled a redesigned model of the Grand Cherokee, and the corporate has bought SUVs underneath the Cherokee model identify for about 45 years.

“I feel we’re in a day and age on this nation the place it is time for each firms and crew sports activities to retire the usage of Native American names, photos and mascots from their merchandise, crew jerseys and sports activities generally. I’m certain this comes from a spot that’s well-intended, but it surely doesn’t honor us by having our identify plastered on the facet of a automotive,” Chuck Hoskin, Jr., principal chief of the Cherokee Nation stated in a written assertion.

“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,” Jeep stated in an announcement. “We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.”

For his half, Hoskin stated he couldn’t see any kind of association underneath which it might be acceptable to him for Jeep to proceed utilizing the tribe’s identify on its automobiles.

“It’s one of the most valuable things. It’s a part of our Identity,” he stated in an inverview with CNN Business. “And if we wanted to match up who had the stronger claim and connection and affinity for the Cherokee name it would certainly be the Cherokee people.”

The Cherokee have been identified by that identify since earlier than Europeans got here involved with them.

Car and Driver had requested Hoskin in regards to the identify after a number of different firms and sports activities groups introduced adjustments to model names and logos that used ethnic stereotypes and caricatures thought-about offensive.

Last summer season, the Washington Redskins introduced it might drop its identify and name itself the Washington Football Team. Several months later, the Cleveland Indians baseball crew introduced it might change its identify, as properly.

Land O’ Lakes eliminated a picture of a local American girl from the label on its butter. Other meals manufacturers, resembling Uncle Ben’s rice and Aunt Jemima syrup and pancake combine, modified their names and logos as properly.

The Jeep Cherokee was first launched in 1974. The Grand Cherokee, with a extra trendy, car-like look was launched in 1993. The unique Cherokee mannequin line was dropped in 2001, however the identify was reintroduced in 2013 on a brand new compact SUV.