Cherokee Tribe Wants Jeep to Stop Using Its Name | Digital Trends Spanish


Cherokee tribal chief Chuck Hoskin Jr. has made a formal request that Jeep stop using his nation’s name to refer to its sport utility vehicles (SUVs).

The village leader also wants to have a conversation with the vehicle manufacturer for possible cultural appropriation.

This is the first time in 45 years that the Cherokee people have directly asked Jeep to stop using their name for vehicles. The application aims at the withdrawal of the Jeep Cherokee and Jeep Grand Cherokee names.

“We are not honored”

Hoskin believes that there is no bad intention on the part of the company, therefore he expects an open attitude to dialogue to try to solve this problem.

“I’m sure this comes from a well-intentioned place, but we don’t honor having our name plastered on the side of a car. The best way to honor ourselves is to know our sovereign government, our role in this country, our history, culture and language, and to have a meaningful dialogue with the federally recognized tribes on cultural adequacy, ”says the tribal chief.

For its part, Jeep also referred to this controversy and in statements to Car and Driver, he pointed:

“The names of our vehicles have been carefully chosen and cultivated over the years to honor and celebrate Native American peoples for their nobility, prowess and pride. We are, more than ever, committed to a respectful and open dialogue with the Cherokee Nation’s chief chief Chuck Hoskin, Jr. ”.

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