American automaker Jeep has been making the Cherokee SUV since 1974. But in February, the principal chief of the Cherokee Nation called for Jeep to change the name of its vehicle.
“I think we’re in the day and age in this country where it’s time for both corporations and team sports to retire the use of Native Americans names, images, and mascots from their products, team jerseys, and sports in general,” Chief Chuck Hoskin, Jr. said.
Amsterdam-based Stellantis is now Jeep’s parent company. Cherokee was a name carefully selected and “nurtured to honor and celebrate Native American people for their nobility, prowess, and pride,” a Jeep spokesperson said in a statement.
The vehicle name controversy is an extension of calls to drop the use of Native American names and images, especially from sports teams. The Washington Redskins football team and Cleveland Indians baseball team, for example, succumbed to pressure by announcing they would drop the use of their name and logo. In addition, Land O Lakes butter recently removed its logo of a kneeling Indian woman from its packaging for its 100th anniversary.
Car and Driver reported in February that the Oklahoma-based Cherokee Nation requested that Jeep discontinue using the vehicle’s name.
The request for Jeep to discontinue using the name comes as the automaker prepares to launch the new Grand Cherokee, according to the Car and Driver article. Grand Cherokee is Jeep’s best-selling vehicle. Along with the Cherokee, the two vehicles made up more than 40 percent of Jeep’s total sales in 2020.
Jeep has reportedly declined to stop using the name Cherokee on its vehicles. While indicating it respects the Cherokee Nation and is committed to an open dialogue, Jeep will continue to use the name. The 2022 models will be available in the fall.
Only time will tell if Jeep, or other brands and products, will succumb to public pressure to change their Native American names and logos.
Image from: jeep.com
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Yes, let all help Chef Chucky foreskin, Jr. and remove all aspect of their name, symbols, etc. so they will no longer be remember as great warriors or famous fighters. If they are so ashamed of their name’s being honor, remove anything and everything relating to their tribe. We can replace Cherokee Nation with Cheerios Nation and the tomahawk with… Read more »
When they apologize for committing all that slavery over the last thousand years I will give a schiff about this .
The use of Native American names and images was originally used to honor or recognize of fierce warriors and tribes. Make no mistake, there is no disrespect was intended; as a matter of fact, quite the opposite.
Cherokee’s had slaves. It was one of the 5 “civilized” tribes, as in civilized to have slaves. Sounds to me they wish to erase their own history they are disagreeable today. I say screw that and demand reparations for using the Cherokee name. Jeep may cancel it faster that way. Ass seriousness, be proud of your history you create today,… Read more »
So they waited 36 years before they decided that it offends them?
There are some military helicopters with Native American names. They are named in honor of fierce warriors and there is no disrespect intended. How about Swamp Rats or the Kommissars for the Washington football team? The dollar store on the wrong side of the tracks closes at 5PM and I’m just waiting for someone to be offended. Soft weak snowflakes… Read more »
So the Jeep Grand “Redman Drunk-on-Beer-and-a-Half” SUV is out as well?
Cherokee nation can go f themselves. It isn’t like Wonder Bread is paying tribute to my family.
Screw jeep. They threw in with Springsteen and went full left. They reap what they sow and should have to change their name. I’m not supporting them.