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A few weeks before the launch of the new Jeep Grand Cherokee SUV, the head of Cherokee Nation said it was “time” for the automaker to retire the name.
Chief Chuck Hoskin Jr. told Car and Driver, “I’m sure it comes from a well-intentioned place, but it doesn’t honor us for having our name on the side of a car.”
Brand new 2021 Jeep® Grand Cherokee L Summit Reserve exterior Grand Cherokee emblem.
“The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture and language and to have a meaningful dialogue with federally recognized tribes on cultural suitability.”
Hoskin’s statements were in response to a news agency inquiry and marked the first time that a Cherokee Nation official has called for an end to Jeep’s use of the name, which is also featured in the minor Cherokee.
“I think we are in a day and time in this country when it is time for corporations and team sports to withdraw the use of Native American names, images and mascots from their products, team t-shirts and sports in general,” said the chief Hoskin.
Jeep started using the name Cherokee on vehicles in 1974 and in 1993 added the Grand Cheroke, which was its best-selling model last year.
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“The names of our vehicles have been carefully chosen and nurtured over the years to honor and celebrate the Native American people for their nobility, dexterity and pride. We are, more than ever, committed to a respectful and open dialogue with the main head of the Cherokee nation, Chuck Hoskin, Jr., ”said Jeep in a statement to FOX Business.
A Cherokee Nation official confirmed to Car and Driver that a Jeep representative spoke to Hoskin in early February, but the automaker has not announced plans to change the model names.