Chief asks Jeep not to use Cherokee name
It is time for Jeep to stop using the Cherokee Nation’s name on its Cherokee and Grand Cherokee SUVs, the chief of the Oklahoma-based tribe said.
Chief Chuck Hoskin Jr. said he believes corporations and sports teams should stop using Native American names, images and mascots as nicknames or on their products.
“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 said.
Kristin Starnes, a spokeswoman for Jeep’s parent company, Stellantis, said in a statement that the vehicle name was carefully selected “and nurtured over the years to honor and celebrate Native American people for their nobility, prowess and pride.” She didn’t say whether the company was considering renaming the vehicles.
The controversy comes amid a national reckoning over the use of Native American names and images, particularly in sports.