The principal chief of Cherokee Nation is now demanding that Jeep stop using the tribe’s name on it’s SUVs (Jeep Cherokee) because it “does not honor” them by having their “name plastered on the side of a car.”
Ah. Cancel culture has really come around full circle, huh?
Jeep started using the Cherokee name more than 45 years ago, including on the brand’s top-selling Grand Cherokee SUV. It also offers a smaller SUV called the Cherokee, which was its third best-selling vehicle last year in 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,” said principal chief Chuck Hoskin Jr.. “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.”
“My view is that a corporation shouldn’t be marketing its products using our name,” he continued. “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 statement, Jeep said it is more than ever “committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.” The company said its vehicle 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 statement, several company officials reached out to the Cherokee Nation, according to Hoskin. He characterized the discussions as “good” and “genuine,” but they didn’t change his stance on the issue.
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