Welcome to the world of political conformity and
correctness. Since the name Cherokee has never denigrated the Cherokee
Nation, nor American Indians, I am surprised that anyone would have any concern
with the re-introduction of this honored nameplate. Maybe Chrysler's use
of the name without negative"stereotypes" will save it the righteous outrage of
America's Liberal elite, although I see some enterprising Lawyer somewhere
approaching Native Americans to help sooth their "offense" through a substantial
lawsuit of the Chrysler barbarians (is Barbarian an offensive
term?).
The Cherokee name is a good name, a strong name, and a name
that Americans associate with solid, quality transportation for the family and
for occasional (or not so occasional) forays into the boonies for the fun of
driving.
That noise you hear is America clapping for the Chrysler
execs who made the correct name choice.
Larry in Middle America (Akron, Ohio)
57 (2), 58, 59 Coronets & 60
Saratoga ForwardLook and many more Mopars
In a message dated 6/26/2013 11:44:04 A.M. Eastern Daylight Time,
x779@xxxxxxxxx writes:
When Cars Assume Ethnic
Identities
Making its debut for the 2014 model year is a new Jeep with
a name from the brand’s past: Cherokee.
By GLENN COLLINS
June
21, 2013
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.”
So far, marketing materials for the 2014 Cherokee
model have eschewed references to, or portrayals of, American Indians and
their symbols. That’s a far cry from the excesses of past years, when
marketers went beyond embracing stereotyping to reveling in it. Indeed,
Chrysler’s restraint seems an indication of just how much things have changed.
For decades, American Indian tribal names have helped to propel
automobiles out of showrooms. Return with us now to the era when Pontiac’s
sales brochures carried illustrations comparing its 6-cylinder engines to six
red-painted, feathered cartoon Indian braves rowing a canoe.
Or review
Pontiac’s marketing copy, which proclaimed that “among the names of able
Indian warriors known to the white race in America, that of Pontiac, chief of
the Ottawas and accepted leader of the Algonquin family of tribes, stands
pre-eminent.” Of course, the visage of the chief was appropriated as a hood
ornament.
Many other tribes were adopted as marketing tools. Long gone
is the Jeep Comanche pickup truck, sold in the late 1980s, along with the Jeep
Comanche Eliminator.
Certainly, American Indian names are still in the
market: consider Indian motorcycles, about to resurface under yet another new
owner, Polaris Industries. And Chrysler’s full-sized S.U.V., the Grand
Cherokee, introduced in 1992 as a larger version of the Cherokee and still a
market leader. In fact, its success was a reason for the revival of the
Cherokee name for a midsize S.U.V.
American Indians have hardly been
alone in the cavalcade of automobile cultural stereotyping. In the 1950s,
advertising for the Studebaker Scotsman didn’t actually use the word
cheapskate, but prospective buyers were informed that “when you and your
family sit in your thrifty Scotsman...this great Studebaker body cradles you,
your family and friends in safety.” It should be noted, though, that the
Scotsman featured cardboard door panels and its hubcaps and trim weren’t
chrome-plated: they were painted silver.
While there is no indication
that the General Motors Viking was discontinued in the early 1930s because of
protests by outraged Scandinavians, it’s a certainty that no automaker’s copy
writers would dare write today that “the development of the Viking car closely
parallels the development of the Viking youth in attaining manhood,” where
“only those best fitted for leadership survived to contribute to the strength
and superiorities of the race.”
Moreover, in the Roaring Twenties
there was no apparent feminist backlash against the Little Jordan Tomboy. The
cover of its 1927 advertising brochure depicted a smart, stylish woman in
jodphurs and knee-length boots, clutching a riding crop. The purple marketing
prose stated that “I am the Little Jordan Tomboy,” with “a thousand miles of
open road before my saucy nose.”
Also hard to fathom today is the
Studebaker Dictator, “Champion of its Class,” discontinued after 1937, when
the rise of Hitler and Mussolini gave the model name an unpleasant odor.
In the late 1920s, the quest for association with high-profile leaders
led the Windsor Autoworks in St. Louis to shamelessly place a color portrait
of the Prince of Wales on its 1929 brochure for a new vehicle, The White
Prince. Buckingham Palace was not amused, and expressed its displeasure.
American Indians have long opposed derogatory sports-team labels and
likened fans’ use of war paint to the derogation of African-Americans with
blackface. The N.C.A.A. has forbidden the use of nicknames, as well as
mascots, logos, signs and band uniforms that are “deemed hostile or abusive in
terms of race, ethnicity or national origin.”
In 1994, St. John’s
University in New York changed the name of its sports teams from the Redmen to
the Red Storm. Also gone are the Miami Redskins and the Marquette University
Warriors; the Southeastern Oklahoma State University Savages are now the
Savage Storm.
The Washington Redskins have resisted; so have the
Atlanta Braves, opposing a name change or the discontinuation of its tomahawk
chop. But the Braves’ team mascots, Chief Noc-A-Homa and Princess Win-A-Lotta,
have been remaindered.
Even aside from the use of an American Indian
tribal name in the Jeep Cherokee, the risks are high in the introduction of
any vehicle. Automobile experts estimate the cost of renewing a nameplate like
Jeep Cherokee at more than $50 million.
Why, given these risks, return
to a discontinued brand? “Coming up with new names is very expensive these
days,” said Mr. Adamson, the brand consultant, explaining that trademark
research, focus groups and legal due diligence can be costly. The growing
quest for viable names -- and the third-rail of stereotypical labeling -- are
possible explanations for the advent of such hard-to-spell monikers as the
Volkswagen Tiguan, and the growing adoption of concocted names like Acura,
Elantra, Infiniti and Lexus - as well as the proliferation of alphanumeric
designations.
“New models have all of these three-letter-code
designations that mean nothing to me,” said Stephen W. Hayes, a Manhattan
automotive historian and a collector of printed auto memorabilia, of
nameplates like MKX, RX 350, F-150, 328i, QX56 and GL450 that populate the
auto world. “Companies don’t name their cars as colorfully anymore.”
Nevertheless, “just the name of a brand itself is one of the most
powerful marketing tools you have,” Mr. Adamson said. “Automobile brands
define who you are, and Cherokee summons up rich associations.”
The
Jeep Cherokee was a winner from the start, introduced in 1974 as a sport
utility vehicle with the latest gadgets. Recent market research revealed that
“there was so much passion behind the Cherokee,” Mr. Morrison, the Jeep
marketing director, said. “What was really interesting was that people’s
fondness for the Cherokee was greater than that for Liberty.”
Giving
the new Jeep its old tribal name may have seemed just another acceptable risk.
“Names can be polarizing, and can cause controversy, so you have to be
careful,” Mr. Adamson said, but opposition to brand names has become something
of a national pastime. “Anytime you introduce a name, someone will be upset.”
A name that has zero associations is even more likely to sabotage a
new model’s introduction. “If you have a name that offends nobody, then you
end up with a forgettable brand” that won’t cling to the memory, Mr. Adamson
said.
“So,” he said, “it just won’t be sticky.”
=Lou=
~~~~~~~~~~ **-=\/=-** ~~~~~~~~~~
The opposite of bravery is not cowardice, but conformity. Robert Anthony
*************************************************************
To unsubscribe or set your subscription options,
please go to http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1
Help The Forward Look with every Amazon purchase by clicking
here! Help the Forward Look
with every eBay purchase by starting your search
here!
*************************************************************
To unsubscribe or set your subscription options,
please go to
http://lists.psu.edu/cgi-bin/wa?SUBED1=l-forwardlook&A=1
Help The Forward Look with every Amazon purchase by clicking here!
Help the Forward Look with every eBay purchase by starting your search here! |