Jeep has been successfully using the Cherokee brand name since 1974, that is 47 years. This word is the ethnonym of one of the tribes of Indians who lived in the territory of the modern states of Tennessee and North Carolina. The name is traditionally used for the two main models of the brand - the Cherokee mass crossover and the Grand Cherokee luxury SUV. In the 48th year of using the brand, the head of the Cherokee Indian community unexpectedly called on Jeep to stop using the name of his people for commercial purposes, that is, for profit.
"I'm sure it's well-intentioned, but it doesn't do us any credit to have our name plastered on the side of a car," Chuck Hoskin Jr., head of the Cherokee, told Car and Driver. “The best way to honor us is to learn about our independent government, our role in this country, our history, culture and language, and engage in constructive dialogue with federally recognized tribes.”
Over the past decade, the Indians have repeatedly spoken out about the use of the Cherokee name, but never once asked Jeep to completely abandon it. And although not so long ago these appeals would hardly have attracted public attention, in recent years the national theme has sparkled with new colors.
The American press is already drawing parallels with similar movements in the world of sports. So, after several years of protests from fans and groups of Native Americans in December 2020, the baseball team Cleveland Indians (Cleveland Indians) announced the renaming to simply Cleveland. According to Chuck Hoskin, the reason for the name change was the introduction of the concepts of racial justice after the Black Lives Matter protests in the summer of 2020.
“I think the time has come for both corporations and team sports to stop using Native American names, images and mascots on their products, team jerseys and in sports in general,” Hoskin said.
Now the attention of the Indians has switched to the automotive sector. “The Cherokee name belongs to a people, a particular nation, and I think Jeep and its parent company are going to do what they did: make a profit, capitalize on the image of Native Americans that people have in their heads, associate it with their own brand and earn money in the process,” the head of the community said.
Jeep has already responded to these calls: “The names of our cars have been carefully chosen and nurtured over the years to honor and glorify the Indians for their nobility, valor and pride. We are more than ever committed to a respectful and open dialogue with Cherokee Chief Chuck Hoskin Jr."
But Cobb-Greatham, who is a member of the Chickasaw tribe, takes a different view: “If you're going to honor someone, give them an award. If you name a product after them, you're just selling that name."
A Cherokee official said Jeep employees contacted Chuck Hoskin Jr. by phone in early February, but the parties' stance on the use of the Jeep name has not changed.
Indians demand Jeep drop Cherokee name
