by Matt Konkle
Torque Editor-in-Chief
Ford’s new Bronco series may have the freshness of youth, but Jeep still appears to have the patriotic advantage in most consumers’ minds.
Jeep once again, for the 19th straight year, was recently named North America’s most patriotic brand, according to an annual survey conducted by Brand Keys. While not necessarily a reflection on the strength of the product, the survey demonstrates just how much Jeep resonates in a marketplace saturated by companies doing their best to flaunt patriotism.
Following Jeep’s top position are Walmart and Disney. Ford tied with Amazon for fourth place. Tesla was the only other automotive name in the top-30 ranked brands.
“Independence Day is an appropriate time to acknowledge the history and value of patriotism,” said Robert Passikoff, President of Brand Keys. “And those who have contributed to it. ’Patriotism’ is one of the most powerful values a brand can own, and the Jeep brand has led the brand patriotism-parade since the Most Patriotic Brand in America survey was created.
"A brand like Jeep that can literally own a value as strong as patriotism is able to emotionally differentiate themselves from the competition and engage customers. The Jeep brand track record proves that, and we are proud to congratulate them again this year for their extraordinary accomplishment.”
The Brand Keys' survey sampled 5,804 consumers ranging in age from 16 to 65. Brand Keys said the survey group was balanced with regards to gender and political affiliation, and they were drawn from the nine US Census Regions spanning the United States. 1,172 different brands were part of the survey, with 50 ultimately chosen as the most patriotic. The list only includes 30 positions because many brands are tied in rankings.
“It was 80 years ago this year that the Jeep brand first forged its reputation of American might during World War II,” said North American Jeep Brand Vice President Jim Morrison. "The brand’s recognition as 'America’s Most Patriotic Brand' for the 19th consecutive year is both a testament to the Jeep community and to the people who since 1941 have dedicated themselves to building iconic SUVs known around the world for outdoor adventure, freedom and off-road capability.”
Jeep’s reign as the annual survey’s top finisher is no doubt in part to its illustrious history, as well as numerous manufacturing plants in the Detroit and Toledo, Ohio region that create thousands of jobs. The brand also utilizes suppliers across the United States, and directly participates in dozens of automotive shows throughout the year which helps build its following. Additionally, many of Jeep’s special edition models build a sense of national unity — such as the Wrangler Freedom Edition.
These Jeep brand Freedom models feature military-themed exterior and interior design cues, such as the large “Oscar Mike” military star decal on the hood, matte black/Satin Carbon wheels and accents and an American flag decal along the side of each vehicle, Jeep said in a press release.
Additionally, the company said, as part of its long-standing relationship with the United Service Organizations, the Jeep brand will make a $250 donation to the USO with every 2021 Freedom edition sold.
“The Jeep community is like no other,” said Olivier Francois, Stellantis Global Chief Marketing Officer. “With the Jeep brand’s recognition as America’s ‘Most Patriotic Brand,’ we see that there is no other automotive brand that is so instantly recognizable and none whose freedom proposition is cemented into the history of its home nation like the Jeep brand, and protected with such passion by its owners and enthusiasts not only in America but around the world.”
Brand Keys assessments have been independently validated to correlate with positive consumer behavior in the marketplace at levels of 0.80+ making them some of the most accurate brand measures possible.
“These brand rankings do not mean to suggest other brands are not patriotic or don’t possess patriotic resonance or intent. Rational values, like being an American company and ‘Made in the USA,’ play a part in the perception of any brand,” said Passikoff. “But the brandscape gets more complicated and partisan every day, particularly when it comes to viewing brands through the lens of patriotism.”
Brand Key’s Top Most Patriotic Brands
- Jeep
- Walmart
- Disney
- Amazon, Ford
- New York Times
- American Express, Netflix
- Coors, Levi Strauss
- FOX News
- Coca-Cola, Hershey's, MSNBC
- Washington Post
- Domino's
- Apple, Twitter
- Jack Daniels, Ralph Lauren
- Harley Davidson, USAA
- Dunkin', Clorox
- Sam Adams, Wrangler Jeans
- Home Depot, Purell
- Pepsi
- Colgate, Google
- Nike, Old Navy
- AT&T
- Gatorade
- Kellogg's
- CNN
- Chick-fil-A, KFC, McDonald's
- New Balance, Starbucks
- MLB, NBA
- L.L. Bean, John Deere
- Campbell's, NFL
- Tesla, Zoom
