The chief of the Cherokee Nation wants Jeep to stop using the tribe’s name on its autos.
“I’m certain this comes from a spot that’s well-intended, however it doesn’t honor us by having our name plastered on the aspect of a automotive,” Chuck Hoskin, Jr., principal chief of the Cherokee Nation, mentioned in an announcement.
A Cherokee Nation spokesperson confirmed the assertion, which was offered to Car and Driver and revealed Monday. It was despatched to the auto journal after an inquiry in January.
“Our car names have been rigorously chosen and nurtured over time to honor and have a good time Native American folks for his or her the Aristocracy, prowess and pleasure,” Stellantis, the corporate that owns Jeep, mentioned in an announcement.
Jeep has two autos that use the name, the Cherokee and the Grand Cherokee, each of that are sport utility autos. The authentic Cherokee was launched in 1974.
The Jeep Cherokee remained in manufacturing via 2001 however was changed by the Liberty. In 2013, Jeep announced a return to the name for the Liberty’s alternative. The Grand Cherokee was launched with the 1993 model 12 months.
“We are, greater than ever, dedicated to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr,” the corporate mentioned.
Stellantis and Hoskin had a Zoom name late final month after the corporate reached out, the Cherokee Nation spokesperson mentioned.
He advised the group he doesn’t condone using the phrase “Cherokee” by their firm, in accordance to the spokesperson.
Hoskin told CNBC that the discussions have been “good” and “real” however didn’t change his stance.
“I feel we’re in a day and age on this nation the place it is time for each firms and workforce sports activities to retire using Native American names, pictures and mascots from their merchandise, workforce jerseys and sports activities generally,” Hoskin mentioned in his assertion.
Some have just lately performed so — Washington, D.C.’s National Football League workforce in July introduced it would retire its name and logo, which had lengthy been considered as a slur. It’s now called Washington Football Team till it settles on a brand new name.
And in December, the Cleveland Major League Baseball workforce introduced it might change its name after the 2021 season. The workforce has not mentioned what the brand new name shall be, however has mentioned it will likely be a “new non-Native American based mostly name.”
Cleveland in 2018 introduced it might drop its Chief Wahoo brand, a racist caricature, from its caps and jerseys.
More than 141,000 Cherokee Nation residents reside inside the tribe’s reservation boundaries in northeastern Oklahoma.
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