In the United States, the Cherokee asked Jeep to remove their tribal name for the Cherokee and Grand Cherokee cars. Leader Chuck Hoskin Jr.’s statement was published by Car and Driver on February 20.
“I’m sure it was done with the best of intentions, but pinning our name to the side of the vehicle does nothing to honour us. The best way to do this is to learn about our sovereign government, our role for the country, history, culture and language, and conduct meaningful dialogue with federally recognized tribes about cultural appropriation, ” wrote Hoskin Jr.
The time has come when both corporations and sports teams must stop using Native American names, names and mascots to market their products, he said. In his statement, he also referred to the Black Lives Matter movement and protests in the summer of 2020 and sports teams’ actions that have abandoned such names.
Jeep responded that vehicle names are “carefully selected and protected for years to honour Native American peoples for their nobility, honour and prowess.” The company added that they are ready for an open and respectful dialogue with Chuck Hoskin Jr.
In a conversation with CNN Business, Hoskin Jr. said that he did not see the conditions under which the use of the tribe name for cars would be acceptable. “This is one of the most valuable things. This is part of our identity, ” he said.
Jeep Cherokee cars were produced from 1974 to 2001. Their production resumed in 2013. In 1993, the Grand Cherokee was released.