The chief of the Native American tribe of the Cherokee asks Jeep to change the name of his famous SUV.
The story may make you smile, but it doesn’t amuse anyone at Jeep. The famous 4×4 Cherokee, launched in 1974 by the American manufacturer, may well have to change name.
Chuck Hoskin Jr, the leader of the Cherokee, indeed wants Jeep stop using the name of the Ameridian tribe to baptize its mythical model.
Chuck Hoskin Jr, “told the group that he does not tolerate the use of ‘Cherokee’ by their business,” a spokeswoman for the tribe recently told AFP.
“I think the time has come in this country for companies and sports teams to remove Native American names, images, and mascots from their products, jerseys and teams“, announced last January the leader of the Cherokee.
“It does not honor us to have our name written on the side of a car”
“I’m sure it was well intentioned, but it does not honor us to have our name written on the side of a car“, he also lamented. Before adding:” The best way to honor us is to learn more about our government, our role in this country, our history, our culture and our language and to have a dialogue constructive with federally recognized tribes on cultural appropriation “.
Contacted by AFP, the car manufacturer, member of the new Stellantis group born from the merger between PSA and FCA, has not yet commented on the subject. To be continued…