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Chief of Cherokee Nation asks Jeep to stop using tribe's name

February 22, 2021. Summarized by summa-bot.

Compression ratio: 65.9%. 1 min read.

All-new 2021 Jeep?? Grand Cherokee L Overland

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

(CNN)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.

"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. "

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.

The Jeep Cherokee was first introduced in 1974.

The Grand Cherokee, with a more modern, car-like appearance was introduced in 1993.

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