Cherokee Nation to Jeep: It’s Time to Change Those Names


Earlier this week, Car and Driver spoke with the principal chief of the Cherokee Nation, Chuck Hoskin, Jr., concerning the names of the Jeep Cherokee and Grand Cherokee SUVs. Whereas the Cherokee Nation has lengthy been against cultural appropriation and naming considerations (be aware the Cherokee Nation spokesperson’s comments on the Cherokee’s 2013 reintroduction), the assertion offered to Automobile and Driver is the primary time the Nation has known as straight on Jeep to alter the title of its SUVs.

Within the assertion, Hoskin stated, “I am positive this comes from a spot that’s well-intended, however it doesn’t honor us by having our title plastered on the facet of a automobile. One of the best ways to honor us is to find out about our sovereign authorities, our function 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 is time for each companies and staff sports activities to retire the usage of Native American names, pictures and mascots from their merchandise, staff jerseys and sports activities usually.” We’ve reached out to the Cherokee Nation for attainable additional remark.

The transfer comes following numerous naming controversies (and renaming selections) lately, notably Washington, D.C. ‘s NFL membership (which spent the 2020 season recognized solely because the Washington Soccer Workforce) and Cleveland’s Main League Baseball membership, each of which have retired their offensive names and mascots.

Cars named after Indigenous teams are nothing new. Jeep itself used to promote automobiles named after the Comanche tribe, and the Nissan Qashqai and Volkswagen Touareg are nonetheless on sale overseas.

A Jeep model spokesperson offered the next to MotorTrend in response to the Cherokee Nation’s assertion: “Our automobile names have been rigorously chosen and nurtured through the years to honor and have fun Native American individuals for his or her the Aristocracy, prowess and pleasure.  We’re, greater than ever, dedicated to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr. “   

Presently, there isn’t a report such dialogue has commenced or will within the close to future, nor does the assertion point out Jeep is open to altering the title of the automobiles in query. The corporate not too long ago launched the 2021 Grand Cherokee L, the next-generation long-wheelbase model of the SUV.



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