Jeep requested to alter identify of its SUV by the Cherokee Nation

The SUV currently known as a Jeep Cherokee.

Enlarge / The SUV at present often known as a Jeep Cherokee. (credit score: Jeep)

It is time for Jeep to rethink calling its SUVs “the Cherokee” and “Grand Cherokee,” says Cherokee Nation Chief Chuck Hoskin, Jr. This marks the primary time the Cherokee Nation has straight requested Jeep to cease utilizing its identify for automobiles, one thing the model has executed for the previous 45 years.

Though the Cherokee Nation has commented on the identify prior to now, this time, the controversy was reignited by Automotive and Driver, which reached out to Chief Hoskin for touch upon the subject.

“I am certain this comes from a spot that’s well-intended, nevertheless it doesn’t honor us by having our identify plastered on the aspect of a automobile. One of the simplest ways to honor us is to find out about 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. 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, photos and mascots from their merchandise, workforce jerseys, and sports activities typically,” he instructed the publication.

The primary Jeep Cherokee arrived in mannequin 12 months 1974, and though the nameplate was retired in favor of the Jeep Liberty between 2002 and 2014, Jeep continued to promote a Grand Cherokee mannequin all through that point. In reality, the Grand Cherokee is Jeep’s greatest vendor, with almost 210,000 discovering houses within the US in 2020.

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