Cherokee Nation Pushes Jeep To ‘Retire Use Of Native American Name’ On Popular SUV
The Cherokee Nation said on Monday that it asked for Jeep to ‘retire’ the name of its top selling sport utility because it doesn’t ‘honor us by having our name plastered on the side of a car’ even though he recognized it comes from a place that is well-intended.
According to Car and Drover, “The Grand Cherokee is Jeep’s best-selling vehicle, and the Cherokee is its third-biggest-selling model. Together the vehicles made up more than 40 percent of Jeep’s total sales in 2020.”
Chuck Hoskin Jr, who is the principal chief of the Cherokee Nation in a written statement said, “The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture, and language and have meaningful dialogue with federally recognized tribes on cultural appropriateness.”
AP reported, “There’s no immediate word whether the automaker might consider changing the names, which it says are meant to honor Native Americans.”
The chief of the Cherokee Nation is urging Jeep to stop using the tribe's name on its Cherokee and Grand Cherokee models. There's no immediate word whether the automaker might consider changing the names, which it says are meant to honor Native Americans. https://t.co/Q2j83UUrAz
— The Associated Press (@AP) February 23, 2021
Some have criticized, “The Jeep Cherokee has existed for over 50 years. Why is this just suddenly becoming an issue? $$$$$$$$$”
The Jeep Cherokee has existed for over 50 years.
Why is this just suddenly becoming an issue?
$$$$$$$$$$$$$https://t.co/5V9dF7IKUr
— Kenny Webster 🎙 (@KenWebsterII) February 23, 2021
“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.
“I think we’re in a day and age in this country where it’s tim 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,” Chief Hoskin said in his statement.
“My view is that a corporation shouldn’t be marketing its products using our name,” Hoskin said. “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.”
Jeep responded to Hoskin, “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. We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.”
