Jeep Responds After Chief of Cherokee Nation Says 'It's Time' for Vehicle Name Change

Posted 8 days ago


The chief of the Cherokee Nation in Oklahoma is demanding that Jeep drop the name of the tribe from its popular Cherokee line of sports utility vehicles.

In a statement to Car and Driver, Cherokee Nation Principal Chief Chuck Hoskin, Jr. said Jeep should “honor” the Cherokee people by learning about the tribe’s history and should no longer use the name of the Tahlequah, Oklahoma-based tribe and its people on its vehicles.

“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, a Democrat who won a contentious 2019 tribal election, told the outlet.

“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,” the chief added.

Also in the interview, Hoskin expressed his displeasure with all companies using Native American names and imagery, especially in sports.

“I think we’re in a day and age in this country where it’s time for both corporations and team sports to retire the use of Native American names, images and mascots from their products, team jerseys and sports in general,” Chief Hoskin said in his statement.

Jeep publicly responded to the Cherokee Nation chief executive’s complaint by vowing to continue a dialogue with the tribe over the issue. No commitment was made to move away from the name.

“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. We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.,” the company told Car and Driver.

Jeep Cherokee SUVs have been on the road since 1974, and newer models offer a wide array of options for drivers who enjoy going off-road while not surrendering luxury and comfort.

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