Jeep has been named the “most patriotic” for-profit brand for a 20th year in a row in a Brand Keys study, despite the fact that its current parent company, Stellantis, is based in Amsterdam, reports MediaPost.
Jeep’s parent company, Chrysler, was previously part of the Italian-controlled Fiat Chrysler Automotive and before that was part of Germany-controlled DaimlerChrysler.
During the first decade of conducting the study, Brand Keys did receive some comments about how some of the top-50 most patriotic brands didn’t deserve the rating because they were not actually manufactured in the United States, says Robert Passikoff, founder and president of New York-based Brand Keys.
“But country-of-origin is part of the rational side of decision-making,” Passikoff tells Marketing Daily. “I’d bet a lot of money that not one in 10 consumers could name ‘Stellantis’ as Jeep’s parent company, let alone spell it. The value ‘patriotism,’ on the other hand, falls into the emotional part of decision-making, which accounts for nearly 70% consumer engagement with automotive brands — much more important than where vehicles are actually made.”
Jeep is the brand that was there for every war America ever fought, he adds. Meanwhile, the seventh-ranked brand is Ford Motor Co., which has been based in Michigan since it was founded in 1903, adds MediaPost.
Rounding out the top-10 brands are Disney, Amazon, Walmart, Coca-Cola, American Express, Apple, Coors and Levi Strauss.