Not counting the country’s armed forces, the most patriotic brands in the U.S. are Jeep and Ford, according to a new survey. It’s the second year in a row that Jeep finished at the top while Ford moved from No. 3 up to No. 2 this year.
Jeep topped the Most Patriotic brand list for 2024. It’s the second straight year it’s been at the top of the heap.
No other automakers finished in the Top 50, including Ram, which puts American flags on many of its pickup trucks. According to Brand Keys, a New York-based brand loyalty and engagement research firm, the list is comprised of companies pulled from nearly 7,500 consumers balanced for gender and political affiliation.
In short, Fox News and MSNBC viewers responded in equal measure.
“Consumers now view everything through a political lens,” said Robert Passikoff, Brand Keys president, “so the value of patriotism is more important than ever.”
Rest of the Top 10
After Jeep and Ford, which moved from No. 3 to No. 2 this year, the rest of the top 10 included brands one would tie to America: Levi Strauss, Coca-Cola, Disney, Walmart, Harley Davidson, Apple, Jack Daniels, and Amazon.
Jeeps are seen as very patriotic vehicles by the nearly 7,500 people surveyed by Brand Keys.
Officials said that 20% of the top of the Top 50 were new this year, most of them are in the second half of the total list. The first new brand on the list was Mattel (Barbie). Given the success of the Barbie movie, it’s not a surprise.
“The brandscape is now more challenging, tribal and political,” Passikoff noted. “Even with balanced consumer samples, partisan antipathy — more power than any point since the survey was initiated in 2001 — is manifesting itself in both the political and consumer arenas.
“That said, brands do manage to rise to the top. This year consumers added 10 new brands to the top 50 most patriotic,” he said, noting joining Barbie as new to this year’s list is Calvin Klein, Target, Heinz, American Eagle Outfitters, Hanes, Converse, Oreos (Mondelez), Revlon, and Home Depot.
Still plenty American
It’s important to differentiate this list from the “Most American” list that typically comes out that this time of year. That list, the American-Made Index compiled by Cars.com, determines the most American vehicle based on where its parts come from and where it is assembled, and other factors.
The Tesla Model Y topped last year’s Cars.com’s American-Made Index.
The top four vehicles on the most recent version of list were Teslas, which are produced in California and Texas. In order, the Model Y, Model 3, Model X and Model S were No. 1-4 followed by the Honda Passport, Volkswagen ID.4, Honda Odyssey, Acura MDX, Honda Ridgeline, Acura RDX, Honda Accord and Toyota Tundra. The 2024 list will be revealed later this month.
Outside of Tesla, none of this contains any vehicles from the Detroit-area automakers, General Motors, Ford and Stellantis, which includes Chrysler, Dodge and RAM. The last time one of those was 2022, when the Lincoln Corsair was No. 3 on the list.
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Money in ’Murica
Ford’s rough and tumble trucks may have helped it to the No. 2 spot on the Most Patriotic list for 2024.
Being seen as patriotic results in a positive effect to a company’s bottom line. Eighty percent of those surveyed believed patriotism was “extremely” (41%) or “very” (39%) important. Conversely, just 5% said patriotism was not very important.
“As a brand value, ‘patriotism’ provides tangible economic advantages,” Passikoff said. “Brands that engage via ‘patriotism’ always see better behavior, better ROMI, and better bottom lines. Usually six times better.”
Passikoff was also quick to note that not being on the top 50 was not an indication of not being a patriotic company, but a measure of how the companies are seen. So, RAMs ongoing push to put American flags on its trucks isn’t misplaced, it just isn’t being seen and recognized by enough people yet.
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