Cherokee Nation to Jeep: Stop using the tribe’s name - The Washington Post

After more than 45 years — and just ahead of a new release — the Cherokee Nation is asking Jeep to rename its top-selling Cherokee and Grand Cherokee vehicles.

“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,” Cherokee Nation Principal Chief Chuck Hoskin Jr.

“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,” Jeep said in a statement to The Post that was first reported by Car and Driver.

The original Jeep Cherokee was introduced in 1974 as the original “sport utility vehicle” with bucket seats and “racy detailing” designed to appeal to younger, more adventurous drivers, according to Jeep’s website.

The American Psychological Association has found that the use of Native people as mascots and symbols is a form of discrimination, one that negatively affects the self-esteem of Native children and undermines the ability of Native nations “to portray accurate and respectful images of their culture, spirituality and traditions.”.

The 2021 Jeep Grand Cherokee, which “carries itself with rugged elegance,” is slated to hit dealerships this spring.

As chief, Hoskin said, his job is bring about a broader public understanding of Cherokee history and culture.

He said he thinks use of the tribe’s name on products such as the Jeep Cherokee, while well-intended, does nothing to deepen knowledge about the Cherokee Nation.

“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,” Hoskin said