Time for Jeep to finish use of tribe’s identify, Cherokee chief says

It is time for Jeep to cease utilizing the Cherokee Nation’s identify on its Cherokee and Grand Cherokee SUVs, the chief of the Oklahoma-based tribe mentioned.

Chief Chuck Hoskin, Jr. mentioned in a press release first reported by Car & Driver journal that he believes firms and sports activities groups ought to cease utilizing Indigenous names, photos and mascots as nicknames or on their merchandise.

“I’m sure this comes from a place that is well-intended, but it does not honour us by having our name plastered on the side of a car,” Hoskin mentioned.

A Jeep spokesperson informed CBC News in a press release: “Our vehicle names have been carefully chosen and nurtured over the years to honour 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 firm did not say whether or not it was contemplating renaming the vehicles and did not instantly reply to an e mail requesting that data.

Hoskin mentioned the easiest way to honour the Tahlequah, Okla.-based tribe is to study extra about its historical past.

“The best way to honour 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,” Hoskin mentioned.

The controversy comes amid a nationwide reckoning over the usage of Indigenous names and pictures, notably in sports activities.

After years of resistance and below strain from company sponsors, the NFL’s Washington, D.C., franchise introduced final 12 months that it was dropping its nickname and brand and would go by the identify Washington Football Team till a everlasting substitute was chosen. Major League Baseball’s Cleveland workforce additionally introduced final 12 months that it could change its identify.


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