The legendary Zero 4×4, also known as Zero 4×4, will have to change its name, according to a local Native American chief who believes it’s time for businesses and sports teams in the United States to stop using their name.
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Chuck Hoskin Jr., chief of the Cherokee tribe, told the group he did not tolerate the use of “Cherokee” by his business, a tribal spokesman confirmed to AFP on Monday.
He made the announcement to Jeep’s parent company, the Stolantis Group, via videoconference on January 29 as a result of the French merger between PSA and Italian-American Fiat Chrysler Automobiles.
The automaker, which contacted AFP, did not respond Monday afternoon.
“In this country, I think it’s time for companies and sports teams to remove Amerindian names, images and logos from their products, jerseys and teams,” the Cherokee chief explained in a statement issued on the 14th. January in American Magazine Car and driver, Who requested.
“I’m sure it was well-intentioned, but writing our name on the side of the car doesn’t give us respect,” he lamented.
Jeep launched the 4×4 in 1974 and since then many models have been successful.
“The best way to honor ourselves is to learn more about our government, our role in this country, our history, our culture and our language, and to have constructive conversations with federally recognized tribes on cultural acquisition,” said Chuck Hoskin Jr..
Under pressure, the Washington football team and the Cleveland baseball team also recently removed names borrowed from Native American tribes, Red Skins and Indians.
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