Cherokee Nation Asks Jeep To Drop Name Of Top-Selling Vehicle

The Cherokee Nation is asking Jeep to rename its top-selling vehicle that carries the tribe’s name.

The story: The principal chief of the Cherokee Nation Chuck Hoskin Jr. said in a statement that the company should cease using the Cherokee name. He added that he does not support Jeep’s practice of naming its products after the tribe and that the company is mistaken if they believe that the move honors them.

“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,” Hoskin Jr. said in a statement first reported by 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. 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,” he continued.

“For the Jeep company, I think they look at it as something they conceived of decade es 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,” Hoskin Jr. said.

Jeep’s response: The company said that it is willing to discuss with Hoskin Jr. about the issues he raised and that Jeep chose the name to “honor and celebrate” Native Americans.

“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.”

Worth noting: Jeep introduced the Cherokee brand more than 45 years ago. Its top-selling vehicle bears the name of the tribe, the Grand Cherokee SUV, while a smaller SUV called the Cherokee was Jeep’s third best-selling vehicle in 2020. Both vehicles made up more than 40% of Jeep’s total sales last year, according to Car and Driver.

How we got here: In the aftermath of George Floyd’s death, organizations opted to alter their brands which critics said promoted harmful stereotypes. Washington’s National Football League team retired their “Redskins” nickname and Cleveland’s professional baseball team dropped “Indians” from its name. Meanwhile,  Land O’Lakes removed the Indigenous woman from its packaging and Quaker Oats’ Aunt Jemima renamed the Aunt Jemima brand to Pearl Milling Company.

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The post Cherokee Nation Asks Jeep To Drop Name Of Top-Selling Vehicle appeared first on LaCorte News.

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Author: Penka Arsova


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