Stellantis paused its new “American Born” ad campaign for Jeep, Dodge and Ram after consumer group Truth in Advertising (TINA.org) said the ads made deceptive Made in USA claims, TINA.org announced on April 9, 2025.
What happened
- The ads debuted on April 5, 10 days after the White House announced 25% tariffs on imported vehicles and some parts.
- They said the vehicles were “built” or “made” in the USA. One line: “We build every Wrangler and Gladiator right here in Toledo.”
- TINA.org sent Stellantis a letter on April 8 saying the vehicles are assembled in the USA with significant imported parts.
- TINA.org cited USA content of 68% for the Jeep Wrangler, 73% for the Dodge Durango and 55% for the Ram 1500.
- The YouTube versions were taken down that afternoon. MediaPost later reported Stellantis would revise the ads to say “assembled in America.”
“Stellantis has every right to boast about its domestic assembly plants … But what it can’t do is deceive consumers about the amount of manufacturing that takes place here.”
Bonnie Patten, TINA.org executive director
Why it matters for Made in USA
The FTC treats “built” and “made” the same: both require all or virtually all USA content. Automakers with big USA plants can say their vehicles are assembled in the USA, but not that they are made here. Related: TINA.org’s later letter to Tesla.
FAQ
What was the campaign?
“American Born” ads for Jeep, Dodge and Ram released April 5, 2025.
Why was it challenged?
TINA.org said the vehicles are assembled in the USA with significant imported parts, so “built” or “made” claims are deceptive.
What did Stellantis do?
It paused the ads, and MediaPost reported it would revise them to say “assembled in America.”
Source & credit
Source: Truth in Advertising, April 9, 2025: “Stellantis Steers Away from Deceptive Made in USA Claims”. Additional detail: TINA.org article.