In a written assertion responding to an inquiry by Automobile and Driver, the principal chief of the Cherokee Nation is looking on Jeep to cease utilizing the identify Cherokee on automobiles.
“I am positive this comes from a spot that’s well-intended, however it doesn’t honor us by having our identify plastered on the facet of a automobile,” wrote Principal Chief Chuck Hoskin, Jr., within the assertion. “One of the simplest ways to honor us is to study our sovereign authorities, our position on this nation, our historical past, tradition, and language and have significant dialogue with federally acknowledged tribes on cultural appropriateness.”
That is the primary time the Cherokee Nation has explicitly requested Jeep to cease utilizing the identify, having beforehand not had an official stance. “Cherokee” has been utilized by Jeep in some type for greater than 4 a long time. It is at present used on the Jeep Cherokee and Jeep Grand Cherokee, however the latter is about to be break up into two fashions with the introduction of the three-row Grand Cherokee L.
Jeep responded with its personal assertion to Automobile and Driver.
“Our car names have been fastidiously chosen and nurtured through the years to honor and rejoice Native American individuals for his or her the Aristocracy, prowess, and delight. We’re, greater than ever, dedicated to a respectful and open dialogue with Cherokee Nationwide Principal Chief Chuck Hoskin, Jr.”
The Automobile and Driver story digs deeper with additional feedback from Hoskin, Jr., plus historic perspective from the director of the College of Oklahoma’s Native Nations Middle. This name from the Cherokee Nation comes within the wake of a number of skilled sports activities groups asserting that they might cease utilizing Native American names and imagery.