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Age reported the Cherokee Nation requested that
Jeep and other corporations stop using names hijacked borrowed from
Native American ancestry to sell products, essentially slamming the brakes on
the iconic Jeep Cherokee. When the automaker temporarily stopped airing its Super Bowl spot while celebrity spokesman Bruce Springsteen faced DUI charges, Jeep
remarked, “But
it’s also right that we pause our Big Game commercial until the actual facts
can be established. Its message of community and unity is as relevant as ever.”
So, it will be interesting to see how Jeep demonstrates its sense of “community
and unity” by responding to the Cherokee Nation.
Cherokee Nation Wants To Reclaim Name From Jeep…: Tuesday Wake-Up Call
By Garett Sloane
Cherokee Nation takes stand
The Cherokee Nation, which has felt co-opted by corporate branding, is out to reclaim its heritage, requesting that Jeep and other automakers retire names of vehicles that borrow from Native American ancestry. Jeep is perhaps one of the best-known car brands, and its Cherokee model has been a part of U.S. driving for decades.
But the keepers of tradition at tribes no longer want to see their sacred names repurposed for corporate sales, according to Automotive News. “The Cherokee Nation said it’s time for corporations such as Jeep and sports franchises to retire the use of Native American names and imagery,” Auto News reports.
Car and Driver was first to report on the request: “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,” Chuck Hoskin Jr., principal chief of the Cherokee Nation, told Car and Driver. “The best way to honor us is to learn about our sovereign government, our role in this country, our history, culture, and language and have meaningful dialogue with federally recognized tribes on cultural appropriateness.”
Jeep had to rethink its marketing in all areas this month, after the company tapped Bruce Springsteen for a Super Bowl commercial. But The Boss was later found to have a recent drunken driving arrest on his record, putting a damper on his big spot.
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