Chief of Cherokee Nation says it's time Jeep stop using tribe's name
The Jeep Grand Cherokee is currently the brand’s best-selling model.
By
Joseph Guzman | Feb. 22, 2021
“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, told Car and Driver.
Jeep has sold SUVs under the Cherokee name for decades.
In response, Jeep said the names have been carefully chosen to “honor and celebrate Native American people for their nobility, prowess, and pride,†according to Car and Driver.
The Cherokee Nation is asking Jeep to stop using the tribe’s name for some of its bestselling SUVs.
Jeep has sold SUVs under the Cherokee name for decades, with the Jeep Grand Cherokee currently the brand’s bestselling model and the Jeep Cherokee its third bestseller. The original Jeep Cherokee was first introduced in 1974.
But now as some companies and sports teams have recently stopped using names and logos depicting ethnic stereotypes and caricatures, the principal chief of the Cherokee Nation said it’s time for Jeep to part ways with the tribe’s name.
“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, told Car and Driver.
“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,†he said.
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https://thehill.com/changing-america/respect/539929-chief-of-cherokee-nation-says-its-time-jeep-stop-using-tribes-name