Jeep Cherokee: Are you driving a racist motor vehicle?

When Cars Assume Ethnic Identities

Chrysler Group

RECYCLED Making its debut for the 2014 model year is a new Jeep with a name from the brand’s past: Cherokee. More Photos »

By GLENN COLLINS

Published: 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.

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Names (And Campaigns) That Rankle

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? . . .

. . . 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. . . .

http://www.nytimes.com/2013/06/23/automobiles/when-cars-assume-ethnic-identities.html?pagewanted=all&_r=0

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     I suppose this means that some defunct car company reviving itself by bringing out a new Pontiac Pimpmobile would be out of the question?

     Seriously, repeat after me: 

     Diversity is our strength! Diversity is our strength! Diversity ...

     (Come on--say it like you mean it!)

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