“It’s time for Jeep to reconsider calling its Cherokee and Grand Cherokee SUVs.” For the first time, the American Cherokee Nation tribe directly asked Jeep to stop using its name on its vehicles.
Car manufacturer Jeep has used the name “Cherokee” in its vehicles for 45 years. Now, according to the Car And Driver, the American Cherokee Nation tribe directly asked Jeep not to use its name on its vehicles.
Although the tribe had already commented on this matter in the past, the debate was restarted by the portal, which spoke with the head of the Cherokee nation Chuck Hoskin, Jr.
“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. The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture and language, and we have a meaningful dialogue with federally recognized tribes on cultural suitability, ”said the tribe’s leader.
“I think we are at a time in this country when it is time for companies and team sports abandon the use of names, images and pets North American Indians of their products, team jerseys and sports in general ”, he continued.
The first model Cherokee gives Jeep arrived at MY 1974, and although it was “reformed” in favor of Jeep Liberty between 2002 and 2014, Jeep continued to sell a model Grand Cherokee over that time.
In fact, the model Grand Cherokee it’s the sales champion of Jeep, with almost 210,000 sales in the United States in 2020.
In 2017, the portal ArsTechnica reported that the United States Supreme Court had ruled that the offensive trademarks were authorized according to American law.
However, in 2020, there was a renewed awareness of racial justice in the United States. The Washington DC area NFL team stopped using its name in July, and in December, the Cleveland MLB team discarded its racist name and mascot.
In turn, Jeep said, in statements to the Car And Driver, that “the names of our vehicles have been carefully chosen and nurtured over the years to honor and celebrate the native american people for his nobility, bravery and pride. We are, more than ever, committed to a respectful and open dialogue with the chief chief of the Cherokee nation, Chuck Hoskin, Jr ”.
Maria Campos, ZAP //