Jeep, Not Ford, Declared America's Most Patriotic Brand

Jun. 23, 2021 7:45 AM ET by Karl Furlong Industry News / 12 Comments

This was Jeep's 19th consecutive win in the study.

Recent confirmation that production of the Ford Bronco was finally underway must have made the bosses at Jeep shift uncomfortably in their seats. After all, the Bronco is the SUV that is expected to severely eat into sales of the Jeep Wrangler. And while the newer Bronco has the upper hand in some key areas, Jeep still appears to have the advantage in the minds of most consumers. The company has emerged as the most patriotic brand in North America for the 19th consecutive year according to an annual survey conducted by Brand Keys. This emotional connection is important for the success of any brand, regardless of whether its products are the best or not.

2018-2021 Jeep Wrangler Front Angle View

Jeep topped the list of most patriotic brands and was followed by Walmart and Disney. Ford wasn't far behind and tied with Amazon for fourth place in the list of 1,172 surveyed brands. After that, there's a big gap for automotive brands with Tesla coming in at 30th. Tech giants Apple and Twitter tied for 12th and Harley Davidson sits at 14th.

The number of consumers surveyed totaled 5,804 and they ranged in age from 16 to 65 years. These consumers were balanced based on their political affiliation and gender, and they represented people from nine US Census Regions.

"Brands always have to compete in their categories but now they must battle in a pandemically limited marketplace and within shifting socio-political contexts," said Robert Passikof, president of Brand Keys.

Jeep's achievement of nearly two decades as the most patriotic brand in America is perhaps not surprising. The company manufactures vehicles right here, creating thousands of jobs in facilities like the new Detroit Assembly Complex - Mack. Jeep also often reveals special editions of its vehicles that foster a sense of national unity, such as the Freedom Editions of vehicles like the Renegade and Wrangler that honor the military.

"Brands that differentiate and engage via an emotional value as strong as patriotism find increased engagement results in better consumer behavior toward that brand, which results in greater profits," said Passikoff. "In most cases six times better."