Cherokee Nation wants Jeep to stop using its name

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The Cherokee Nation said it’s time for corporations such as Jeep and sports franchises to retire the use of Native American names and imagery.

Jeep has used the Cherokee tag for nearly 50 years, and its Grand Cherokee has been a top seller for the off-road adventure brand.

The Cherokee Nation, however, doesn’t think slapping its name on the side of a vehicle is the best way to honor them, said Chuck Hoskin, Jr., its principal chief.

Hoskin said Stellantis reached out to the Cherokee Nation in late January to get a better understanding of its position around the use of the Cherokee name. Hoskin credits the automaker for engaging with the nation on the issue.

“I made it clear that I certainly wasn’t giving my blessing to use Cherokee,” Hoskin told Automotive News. “I thought it was the right move to drop it. And I think they respectfully declined to take that action. But they also left the door open, I think, for further discussions, and so did we. So I think it was a good discussion in that respect.”

Car and Driver first reported the Cherokee Nation’s stance on Sunday.

“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,” Hoskin told Car and Driver in a written statement. “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.”

Jeep, a key brand for Stellantis, the entity created by the merger of Fiat Chrysler Automobiles and PSA, is preparing to launch its redesigned Grand Cherokee model later this year, including its first three-row variant.

“Our vehicle names have been carefully chosen and nurtured over the years to honor and celebrate Native American people for their nobility, prowess, and pride,” Jeep said in a statement. “We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.”

The movement around social justice that erupted last year after the death of George Floyd in police custody has put pressure on companies to reevaluate some of their business practices. Discontinuing the use of Native American names, a controversial topic for years, has been one of the more visible measures that organizations have taken.

The NFL’s Washington, D.C., franchise played this past season without a moniker, and was known only as “Washington Football Team.” In Major League Baseball, the Cleveland Indians announced in December that it would change its name.

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