|Articles, Communications/Media Studies, Media Archive, Native Americans/First Nation, United States on 2013-06-24 15:20Z by Steven|
The New York Times
Coming to a showroom near you for 2014: the first sport utility vehicle in its class equipped with a 9-speed automatic transmission. It’s also the first to offer a parallel-parking feature. And, in 4-wheel-drive models, the rear axle disconnects automatically, for fuel efficiency.
Oh, yes: its name is the Jeep Cherokee.
Hold on — wasn’t that model name retired more than a decade ago? Wasn’t it replaced by the Jeep Liberty for 2002?
Yet now, in a time of heightened sensitivity over stereotypes, years after ethnic, racial and gender labeling has been largely erased from sports teams, products and services, Jeep is reviving an American Indian model name. Why?
“In the automobile business, you constantly have to reinvent yourself, and sometimes it’s best to go back to the future,” said Allen Adamson, managing director of the New York office of Landor Associates, a brand and corporate identity consultancy.
Jeep, a division of the Chrysler Group, explained that its market research revealed a marked fondness for the name. The 2014 version, said Jim Morrison, director of Jeep marketing, “is a new, very capable vehicle that has the Cherokee name and Cherokee heritage. Our challenge was, as a brand, to link the past image to the present.”
The company says it respects changed attitudes toward stereotyping. “We want to be politically correct, and we don’t want to offend anybody,” Mr. Morrison said. Regarding the Cherokee name, he added: “We just haven’t gotten any feedback that was disparaging.”
Well, here’s some: “We are really opposed to stereotypes,” said Amanda Clinton, a spokeswoman for the Cherokee Nation in Oklahoma. “It would have been nice for them to have consulted us in the very least.”
But, she added, the Cherokee name is not copyrighted, and the tribe has been offered no royalties for the use of the name. “We have encouraged and applauded schools and universities for dropping offensive mascots,” she said, but stopped short of condemning the revived Jeep Cherokee because, “institutionally, the tribe does not have a stance on this.”…
Read the entire article here.