Cherokee Nation asks Jeep to 'retire' name of SUV [View all]

[Klaralven]

The Cherokee Nation said Monday it has asked for its tribal name to be removed as a nameplate from Jeep sport utility vehicles and called for a dialogue with the automaker on "cultural appropriateness."

The Native American group's principal chief Chuck Hoskin Jr asked Jeep's parent firm Stellantis "he does not condone" the use of the name Cherokee on the vehicles, according to a statement.

Hoskin made the comments last month in response to an inquiry from Car & Driver and subsequently held a Zoom call with representatives of the automaker who had contacted him, the group said.

"I think we're in a day and age in this country where it's time for both corporations and team sports to retire the use of Native American names, images and mascots from their products, team jerseys and sports in general," Hoskin said in his initial statement.

"I'm sure this comes from a place that is well-intended, but it does not honor us by having our name plastered on the side of a car.

"The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture and language and have meaningful dialogue with federally recognized tribes on cultural appropriateness."

https://www.france24.com/en/live-news/20210223-cherokee-nation-asks-jeep-to-retire-name-of-suv