S.C.R. NO.









urging the renaming of the "concept car" dodge kahuna.



WHEREAS, companies have used nonEnglish words as a basis for marketing and selling products; and

WHEREAS, with proper research, the meaning of a nonEnglish word and the use of the product can coincide for a successful marketing fit; and

WHEREAS, DaimlerChrysler, which is the parent company of Dodge, has developed the Dodge Kahuna as a concept car with a "big wave" theme; and

WHEREAS, according to DaimlerChrysler, the Dodge Kahuna is "intended for those looking for a free-spirited approach to a vehicle that meets many needs without bowing to convention"; and

WHEREAS, the Hawaiian use of the word "kahuna", includes a priest, minister, and expert practitioner; and

WHEREAS, the Hawaiian word "kahuna" has been misused and loosely used in commercial marketing and surf culture to represent a big jolly man from Hawaii who speaks slang; and

WHEREAS, the Hawaiian word "kahuna" has nothing to do with waves, surfing, cars, being big, being cool, or California coastal culture; and

WHEREAS, it is culturally insensitive for Dodge, DaimlerChrysler, or both, to capitalize on the use of the word "kahuna" for the name of any vehicle, regardless of whether it is a concept car, and for commercial-gain, where the meaning of the word and the product do not fit; now, therefore,

BE IT RESOLVED by the Senate of the Twenty-Second Legislature of the State of Hawaii, Regular Session of 2004, the House of Representatives concurring, that Dodge is strongly urged to rename the "concept car" currently called the Dodge Kahuna, refrain from using the word "kahuna" in the name of any of its vehicles, and conduct meaningful research prior to using Hawaiian words to name any of its products; and

BE IT FURTHER RESOLVED that the Governor is urged to support this Concurrent Resolution; and

BE IT FURTHER RESOLVED that certified copies of this Concurrent Resolution be transmitted to the Chief Executive Officers of DaimlerChrysler and Dodge and to the Governor of the State of Hawaii.






Report Title:

Renaming of the concept Car Dodge Kahuna.