Jeep does not intend to give up the legendary nameMarch 1, 2021
It looks like the dialogue between Jeep and Cherokee Nation is not over yet.
In the summer of 2020, the automaker contacted the government of sovereign tribes with an offer to pay for an educational program for company employees. The event did not go as planned, but a few months later another conversation took place between the parties. Jeep, now part of Stellantis, has been asked to stop using the Cherokee name for its products.
“We don’t walk the cultural landscape of America [looking for] what offends us, and we don’t talk about it,” Chuck Hoskin, Jr., head of the Cherokee Nation, told Automotive News.
Hosking admitted that he is actively discussing this issue with the automaker. He told Automotive News that he did not give Jeep the go-ahead to continue using the Cherokee name, although that doesn’t seem to stop the company from doing just that.
Hoskin also explained to him and the people he represents the problem goes far beyond Jeep. His position is that companies representing any business should stop using Native American names and images.
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