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Key Takeaways
- Stellantis has pulled and revised ads over FTC rules on “Made in America” claims.
- The campaign, titled “American Born,” originally used the term “built” for cars assembled in the US.
- Consumer group, Truth in Advertising, flagged the messaging as misleading.
Stellantis is walking back bold patriotism in its latest ad campaign after a watchdog flagged misleading claims about its cars being "built" in America.
The company, which owns brands like Jeep, Dodge, and Ram, is revising several ads following concerns over its compliance with Federal Trade Commission (FTC) regulations.
According to a Stellantis spokesperson, revised versions of the commercials will now say that its vehicles are "assembled" in the U.S., not "built" — a distinction that matters under federal rules.
The campaign, titled "American Born," was meant to highlight U.S.-based operations.
One Jeep ad invoked the brand’s World War II legacy, claiming models are built in factories located in Ohio and Michigan, while a Dodge ad claimed cars were built in Detroit.
A Ram commercial went further, describing the trucks as “built from the ground up in America.”
But the watchdog group Truth in Advertising wasn’t convinced.
In a letter sent to Stellantis, the organization stated:
"Stellantis has every right to boast of its brands’ assembly plants in the United States that create American jobs and strengthen the U.S. economy, but it cannot illegally embellish the amount of manufacturing that takes place domestically."
Furthermore, it explained that such deception is "hurtful," especially when it is disseminated in a "vulnerable time" for U.S. consumers shopping cars.
The move highlights how regulatory scrutiny can force brands to walk a tightrope between marketing patriotism and staying compliant — a challenge where crisis management agencies can play a critical role in helping brands recalibrate quickly and transparently.
Patriotism or PR?
In response to the claims, Stellantis had already pulled the ads from YouTube and is in the process of updating the versions still airing on networks like ESPN.
But why does this matter? For global brands that operate across borders, language like “Made in the USA” or “Built in America” comes with legal implications.
According to the FTC, products advertised as American-made must be "all or virtually all" manufactured in the country.
While Stellantis runs some U.S. plants, like many global carmakers, it still sources many components from abroad.
Stellantis to Revise Ads Saying Its Cars Are Built in America
— Truth in Advertising (@TruthinAd) April 10, 2025
The Dutch auto conglomerate will clarify that its cars are assembled, not ‘built,’ in U.S. factories https://t.co/hygziUfP2v
That means even well-intentioned patriotic messaging can lead to legal gray areas.
As tariffs and economic policies put more focus on local manufacturing, brands are under growing pressure to frame their U.S. presence truthfully and responsibly.
For now, Stellantis is adjusting course, before the issue turns into a full-blown legal one.
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