The Cherokee Nation is asking Jeep to cease naming its SUVs after the Native American tribe.
The automaker has been utilizing the Cherokee model identify for about 45 years, however Chuck Hoskin Jr., principal chief of the Cherokee Nation, thinks sufficient is sufficient.
“I believe we’re in a day and age on this nation the place it’s time for each companies and workforce sports activities to retire using Native American names, photographs and mascots from their merchandise, workforce jerseys and sports activities normally,” Hoskin informed reporters. “I’m positive this comes from a spot that’s well-intended, but it surely doesn’t honor us by having our identify plastered on the facet of a automotive.”
Jeep responded to Hoskin’s pointed remarks by claiming the Cherokee identify is a tribute.
“Our automobile names have been fastidiously chosen and nurtured over time to honor and have fun Native American folks for his or her the Aristocracy, prowess, and satisfaction. We’re, greater than ever, dedicated to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.,” Jeep stated in an official assertion.
Hoskin informed the Wall Avenue Journal final 12 months that Jeep has by no means requested for permission to call its autos after the Cherokee Nation.
Though Jeep claims it needs an open dialogue with Hoskin, he recommended to the Detroit Free Press that the tribe isn’t excited by making a take care of the automaker that might enable them to proceed utilizing the identify.
“Our proud identify shouldn’t be a company advertising and marketing software,” Hoskin stated. “Our identify dates again to earlier than recorded historical past. It’s in opposition to all odds that we’re even right here. Our identify is invaluable to us as a part of our id. … In 2021, it appears wholly inappropriate for an organization to proceed to make a revenue off our id.”
Hoskin’s want that Jeep cease utilizing the identify “Cherokee” comes after a 12 months the place many American companies together with the Washington Soccer Staff and Land O’Lakes butter stopped utilizing Native American mascots.
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