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The Cherokee Nation is asking Jeep to stop naming its SUVs after the Native American Tribe.

The car manufacturer Has been using the Cherokee brand name for about 45 years, but Chuck Hoskin Jr., Chief Chief of the Cherokee Nation, thinks that’s enough.

“I think we are in a day and an era in this country when it is time for business and team sports to remove the use of Native American names, images and mascots from their products, team jerseys and sports. in general, “Hoskin told reporters. .I’m sure it comes from a place with good intentions, but it doesn’t do us any honor to have our name written on the side of a car.

Jeep responded to Hoskin’s pointed remarks by saying the name Cherokee was a tribute.

“Our vehicle names have been carefully chosen and nurtured over the years to honor and celebrate Native Americans for their nobility, prowess and pride. We are, more than ever, engaged in a respectful and open dialogue with the Chief Chief of the Cherokee Nation, Chuck Hoskin, Jr., ”Jeep said in an official statement.

Hoskin told the Wall Street Journal last year that Jeep never requested permission to name its vehicles after the Cherokee Nation.

Although Jeep claims to want an open dialogue with Hoskin, he suggested to the Detroit Free Press that the tribe was not interested in making a deal with the automaker that would allow them to continue using the name.

“Our proud name doesn’t have to be a corporate marketing tool,” Hoskin said. “Our name dates back to before recorded history. We are even here against all odds. Our name is precious to us as part of our identity. … In 2021, it seems highly inappropriate for a company to continue to leverage our identity.

Hoskin’s wish for Jeep to stop using the name “Cherokee” comes after a year when many American companies, including the Washington football team and Land O’Lakes butter, have stopped using Native American mascots.

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