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Chief of Cherokee Nation wants Jeep to stop using tribe’s name on SUVs


2019 Jeep Cherokee Trailhawk

Source: Fiat Chrysler

The principal chief of the Cherokee Nation wants Jeep to stop using the tribe’s name on its SUVs, saying it “does not honor us by having our name plastered on the side of a car.”

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

“I think we’re in a day and age in this country where it’s time for both corporations and team sports to retire the use of Native American names, images and mascots from their products, team jerseys and sports in general,” Chuck Hoskin Jr., principal chief of the Cherokee Nation, stated in an announcement. “I’m sure this comes from a place that is well-intended, but it does not honor us by having our name plastered on the side of a car.”

Hoskin reiterated these remarks, which had been first reported by Car and Driver, in an interview Monday with CNBC. Hoskin does not count on Jeep to instantly change the name of the automobiles, however he stated the Cherokee Nation doesn’t condone the use of the name.

2021 Jeep Grand Cherokee L

Fiat Chrysler

“My view is that a corporation shouldn’t be marketing its products using our name,” Hoskin stated. “For the Jeep company, I think they look at it as something they conceived of decades ago, and I think they very much, in good faith, believe this is honoring the Cherokee people. I disagree, and we’ve had this name a bit longer than the Jeep company has. We’ve had it since before recorded history.”

In an emailed assertion, Jeep stated it’s greater than ever “committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.” The firm stated its automobile names “have been carefully chosen and nurtured over the years to honor and celebrate Native American people for their nobility, prowess, and pride.”

After being contacted by Car and Driver about Hoskin’s assertion, a number of firm officers reached out to the Cherokee Nation, in accordance to Hoskin. He characterised the discussions as “good” and “genuine,” however they did not change his stance on the problem.

Hoskin stated one of the best ways to honor the Cherokee Nation is to find out about its tradition and historical past and “have meaningful dialogue with federally recognized tribes on cultural appropriateness.” When requested whether or not the tribe could be open to a take care of Jeep to present royalties or donations from the sale of the Cherokee automobiles, he stated such a state of affairs could be “problematic.”

“Financial incentives, things of that nature, to me, don’t remedy the underlying problem,” he stated.

Hoskin later stated he is “most encouraged” by the corporate and its clients probably even fascinated about altering the names. “I’m hopeful over time that things get better.”

Hoskin’s criticism follows a number of firms and sports activities groups stopping the use of model names and logos that used ethnic stereotypes and caricatures. They have included meals manufacturers akin to Aunt Jemima and Uncle Ben’s altering names or packaging in addition to Land O’ Lakes eradicating the picture of a Native American girl from its packaging. Sports groups, together with Major League Baseball’s Cleveland Indians and the National Football League’s Washington staff, previously the Redskins, are additionally dropping Native American imagery and names from their franchises.

Jeep has offered the Grand Cherokee since 1992. A new technology of the automobile, together with a three-row variant, is predicted later this 12 months. The firm first began using the name Cherokee on automobiles in 1974, in accordance to Car and Driver. After discontinuing the Cherokee name in 2002, it reintroduced a automobile with that name in 2013.

At that point, a spokeswoman for the Cherokee Nation advised The New York Times that the tribe had “encouraged and applauded schools and universities for dropping offensive mascots,” however “institutionally, the tribe does not have a stance on” the Jeep Cherokee. She stated Jeep didn’t seek the advice of the Cherokee Nation earlier than saying the automobile.



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