The Cherokee Nation has called for its tribal name to be removed from Jeep sports utility vehicles and has called for a dialogue with the vehicle manufacturer on “cultural adequacy.”
Native American group chief Chuck Hoskin Jr. told Jeep parent firm Stellantis that it “does not accept” the use of the Cherokee name in sports utility vehicles, according to a statement.
Hoskin made the comments last month in response to a query from Car and driver the automotive magazine and subsequently held a Zoom call with representatives of the automaker who had contacted him, the group said.
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“I think we are in a current time in this country where it is time for both corporations and team sports to remove the use of Native American names, images, and pets from their products, team shirts, and sports in general.” , said Hoskin. in his initial statement.
“I’m sure this comes from a well-intentioned place, but we are not honored that our name is plastered next to a car.
“The best way to honor us is to know our sovereign government, our role in this country, our history, culture and language, and to maintain a meaningful dialogue with the federally recognized tribes on cultural expediency.”
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The news comes with a growing push to remove the names and images of Native Americans from U.S. sports teams, which many now see as degrading to Indigenous peoples.
Stellantis, the new name of the parent company of Jeep after the merger of Fiat Chrysler and PSA of France, did not immediately respond to a request for comment.
Jeep has been using the name Cherokee since the 1970s, but stopped using it for several years before reviving it in 2013.