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Much in a name? Jeep declines to drop Cherokee name despite tribe’s outreach

Despite the principal chief of Cherokee Nation asking Jeep to cease utilizing the tribe’s name on its autos, the automaker has reportedly declined to drop the name it has been utilizing for the SUVs for over 4 many years. While underlining that it respects the Cherokee Nation and is dedicated to an open dialogue, Jeep will proceed to stick with the name that has additionally been related to one in every of its hottest choices in the US market.

Cherokee is a name utilized by Jeep for its SUV over the previous a number of many years. Cherokee can also be the name utilized by one of many indigenous individuals in the US. Chuck Hoskin Jr, the principal chief of the Cherokee Nation had beforehand issued a assertion in which he had expressed that the name ought not to be used on a automobile. “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,” he had mentioned, in accordance to CNBC. “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.”

While Hoskin had mentioned that Jeep might have had all good intentions when it first selected to go along with the Cherokee name, he additionally added that the indigenous individuals have had the name for a lot longer.

In reply, Jeep is believed to have mentioned that the Cherokee name on its automobile is a celebration of native American individuals and that it had been fastidiously chosen. According to Hoskin, the automobile maker has ‘respectfully declined’ to change the name.

The views are usually divided on the matter. While there are various who suppose that the name ought to be modified, many others really feel that it having the name on a automobile is hardly offensive. For now although, it could be all about notion for some custom, tradition and heritage for others.

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