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Feb 23 2021

Jeep Commanded to Change Name of Cherokee

Looks like Jeep could be forced to make a name change:

Jeep has sold SUVs under the Cherokee name for decades, with the Jeep Grand Cherokee currently the brand’s bestselling model and the Jeep Cherokee its third bestseller. The original Jeep Cherokee was first introduced in 1974.

Like most things that have been around long enough to have become traditional, the Cherokee brand has been targeted for erasure.

“[I]t’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,” Chuck Hoskin Jr., principal chief of the Cherokee Nation, told Car and Driver.

It is clearly not an insult to have vehicles and sports teams named after you. But apparently some are willing to dispense with this honor in exchange for the thrilling opportunity to boss others around.

The Washington Redskins are now the “Washington Football Team.” The Cleveland Indians banished Chief Wahoo and will be changing their name. In Atlanta, the Tomahawk Chop is on the chopping block. Even the Indian maiden on the packaging of Land O’Lakes butter has been canceled.

Soon there will be nothing left to remind us of Indians. People will hardly know of their existence. An important aspect of American heritage will have been obliterated.

We’ll see how long it takes Jeep to cave to the demand — unless a donation of some kind can make it go away.

On a tip from Lyle.


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