Cherokee Nation asks Jeep to 'retire' name of SUV

[tavernier]

9. Of course I agree that these tribes own their names

and they should have control over the usage.

But speaking as a total Caucasian, non Native American, I have to admit that the removal of these names makes me a bit sad because I don’t see them as negative, in fact if anything, the connotation in advertising is one of strength and resilience. I think as a kid I grew up wanting to be on the Indian side of cowboy and Indian games because their names, used in advertising, sounded strong and heroic.
Sure,people should know the tribes based on history and not automobile models, but sadly, advertising reaches many more folks, and if we rely on history for these things, I fear that in fifty years no non Native American child will be acquainted with these beautiful names.
And I think that would be a loss.