NATIONAL NEWS

Chief Of Cherokee Nation Asks Jeep To Stop Using Tribe’s Name

Feb 23, 2021, 8:08 AM

The principal chief of the Cherokee Nation has asked Jeep to stop using the tribe’s name on its SUVs.

The Jeep Grand Cherokee is the brand’s best-selling model, while the Jeep Cherokee is its third best-selling. Jeep recently unveiled a redesigned version of the Grand Cherokee, and the company has sold SUVs under the Cherokee brand name for about 45 years.

“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. 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,” Chuck Hoskin, Jr., principal chief of the Cherokee Nation said in a written statement.

He had initially sent the statement to Car and Driver, which first reported on the news.

“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. “We are, more than ever, committed to a respectful and open dialogue with Cherokee Nation Principal Chief Chuck Hoskin, Jr.”

For his part, Hoskin said he could not see any sort of arrangement under which it would be acceptable to him for Jeep to continue using the tribe’s name on its vehicles.

“It’s one of the most valuable things. It’s a part of our Identity,” he said in an inverview with CNN Business. “And if we wanted to match up who had the stronger claim and connection and affinity for the Cherokee name it would certainly be the Cherokee people.”

The Cherokee have been known by that name since before Europeans came in contact with them.

Car and Driver had asked Hoskin about the name after several other companies and sports teams announced changes to brand names and logos that used ethnic stereotypes and caricatures considered offensive.

Last summer, the Washington Redskins announced it would drop its name and call itself the Washington Football Team. Several months later, the Cleveland Indians baseball team announced it would change its name, as well.

Land O’ Lakes removed an image of a native American woman from the label on its butter. Other food brands, such as Uncle Ben’s rice and Aunt Jemima syrup and pancake mix, changed their names and logos as well.

The Jeep Cherokee was first introduced in 1974. The Grand Cherokee, with a more modern, car-like appearance was introduced in 1993. The original Cherokee model line was dropped in 2001, but the name was reintroduced in 2013 on a new compact SUV.

KSL 5 TV Live

Top Stories

National News

(From left) Emma Stone and Ryan Gosling are pictured here in 2016's "La La Land." (Dale Robinette/L...
Alli Rosenbloom

Musical adaptation of ‘La La Land’ is dancing its way to Broadway

Get your dancing shoes ready, because "La La Land" is coming to Broadway.
1 day ago
Sailors assigned to Explosive Ordnance Disposal Group 2 recover debris from a suspected Chinese sur...
Haley Britzky

US Navy releases photos of Chinese spy balloon recovery effort

The U.S. Navy released photos Tuesday of its recovery effort of a suspected Chinese spy balloon, which U.S. fighter jets shot down over the Atlantic Ocean on Saturday.
1 day ago
Powerball's second-largest jackpot — an estimated $1.2 billion — is up for grabs Wednesday. (Ke...
Associated Press

Lucky player in Seattle suburb wins $754.6M Powerball prize

Washington state lottery officials say a single winning ticket for a $754.6 million Powerball jackpot was sold at a department store in a Seattle suburb.
1 day ago
FILE - In this image from video released and partially redacted by the city of Memphis, Tenn., Tyre...
Adrian Sainz, Associated Press

13 Memphis officers could be disciplined in Nichols case

Officials say 13 Memphis officers could end up being disciplined in connection with the violent arrest of Tyre Nichols.
1 day ago
The near-collision happened at Austin-Bergstrom International Airport, seen here from the air. (Kir...
Greg Wallace and Pete Muntean

Southwest, FedEx jets came within 100 feet of collision at Texas airport, investigators say

A Southwest passenger jet and a FedEx cargo plane came as close as 100 feet from colliding Saturday at the main airport in Texas' capital, and it was a pilot — not air traffic controllers — who averted disaster, a top federal investigator says.
2 days ago
In this handout photo provided by the Las Vegas Metropolitan Police Department, Nathan Lee Chasing ...
Rio Yamat, Associated Press

‘Dances With Wolves’ actor charged in Nevada sex abuse case

Former “Dances With Wolves” actor Nathan Chasing Horse has been formally charged in Nevada with eight felonies and two misdemeanors.
2 days ago

Sponsored Articles

vintage photo of lighting showroom featuring chandeliers, lamps, wall lights and mirrors...
Lighting Design

History of Lighting Design | Over 25 Years of Providing Utah With the Latest Trends and Styles

Read about the history of Lighting Design, a family-owned and operated business that paved the way for the lighting industry in Utah.
Fiber Optical cables connected to an optic ports and Network cables connected to ethernet ports...
Brian Huston, CE and Anthony Perkins, BICSI

Why Every Business Needs a Structured Cabling System

A structured cabling system benefits businesses by giving you faster processing speeds and making your network more efficient and reliable.
notebook with password notes highlighted...
PC Laptops

How to Create Strong Passwords You Can Actually Remember

Learn how you can create strong passwords that are actually easy to remember! In a short time you can create new ones in seconds.
house with for rent sign posted...
Chase Harrington, president and COO of Entrata

Top 5 Reasons You May Want to Consider Apartment Life Over Owning a Home

There are many benefits of renting that can be overshadowed by the allure of buying a home. Here are five reasons why renting might be right for you.
Festive kitchen in Christmas decorations. Christmas dining room....
Lighting Design

6 Holiday Decor Trends to Try in 2022

We've rounded out the top 6 holiday decor trends for 2022 so you can be ahead of the game before you start shopping. 
Happy diverse college or university students are having fun on their graduation day...
BYU MBA at the Marriott School of Business

How to Choose What MBA Program is Right for You: Take this Quiz Before You Apply!

Wondering what MBA program is right for you? Take this quiz before you apply to see if it will help you meet your goals.
Chief Of Cherokee Nation Asks Jeep To Stop Using Tribe’s Name