OREANDA-NEWS. The chief of the American Cherokee Indians called on the «Jeep» brand to stop using the name of the people as the name of the «Jeep Cherokee» and «Jeep Grand Cherokee» cars to make a profit on the Native American culture.

Chief Chuck Hoskin Jr. said on CNN, that it was time for corporations and sports teams in the United States to abandon the use of «names, images and mascots» of Native Americans, in particular, in the manufacture of products. He stressed, that it is «wrong» for «Jeep» to use the name of the tribe to sell vehicles and such use «does not do honor» to the Indians.

«The Cherokee name belongs to a people, a particular nation, and I think «Jeep» and it's parent company intend to do what they did: make a profit, capitalize on the image of Native Americans, Cherokee, that people have in their heads, and link it to their own brand and make money in the process», said the Cherokee chief.

«Jeep» said, that the car names are «carefully chosen and protected» to «honor and celebrate the Indians for their nobility, valor and pride». The automaker said, it is committed to an «open and respectful dialogue» with Chief Chuck Hoskin Jr.

According to the channel, the «Jeep Cherokee» cars were produced from 1974 to 2001, but later, in 2013, this name was used for another SUV. The model of the «Grand Cherokee» car began to be produced in 1993.