2021 Jeep Grand Cherokee L_11

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The Cherokee Nation wants Jeep to stop using the tribe’s name that’s graced some models since 1975. 

“I think people need to understand that as proud as a corporation might be of a name they selected decades ago, people should think about how proud the Cherokee people are to still be a people after all we have been through, and that is far more valuable than whatever marketing research might show the cherokee name has been to Jeep and its parent companies over the decades,” Chief Principal of the Cherokee Nation, Chuck Hoskin Jr. said in an interview with Insider. 

Jeep debuted the first Cherokee model in 1975. The car was described as a sporty, two-door version of the Wagoneer and featured bucket seats, a sports steering wheel, and detailing designed to appeal to younger, more adventurous drivers, according to Jeep.

In the decades since, relations between Native American tribes and corporate imagery depicting the people has changed dramatically. Some brands have stepped back from using Native American appropriation in their companies such as the NFL’s former Washington Redskins Football Team which changed its name in 2020 to the Washington Football Team.

Other brands have also taken steps to distance themselves from mascots and imagery. Land O Lakes butter changed its packaging in 2020 to no longer include the original indigenous “butter maiden.” The packaging now features an image just of a lake. Aunt Jemima products have also moved away from the enslaved mammy depiction and are now calling the breakfast foods Pearl Milling company. 

Jeep also briefly rebranded the model bearing the Cherokee Nation’s name. From 2002 through 2013, the original Jeep Cherokee was branded in North American markets as the Liberty, before returning to the Cherokee name, according to Car and Driver.

The Cherokee name has been used in …read more

Source:: Business Insider

      

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