The Stellantis/FCA/Mopar brand obsession! Trying to make everything iconic but just a brand?
Oct 30, 2025
Here’s why we shouldn't ever see them calling out The Jeep Brand, the Dodge Brand, The Ram Brand, etc.... it’s not The Jeep Brand, it’s #$&!^? Jeep!!!
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0:00
The Jeep brand's been having a lot of
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fun lately.
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Since Fiat took over Chrysler, we've
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seen two things. Claims they are
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strengthening the company's marks and
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calling everything a brand. Also calling
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everything iconic. The problem with
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calling out Dodge as the Dodge brand and
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Jeep as the Jeep brand is first that
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it's unnatural and unnecessary. And
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second, more important that it makes it
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even more clear that these are just fake
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names for Stalantis cars. Jeep had a lot
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of brand equity when Fiat took over,
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even though they had watered it down
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with the Patriot and Compass, but they
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keep calling it the Jeep brand, even in
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commercials, emphasizing how artificial
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Jeep is. It's as though they want people
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to stop paying extra for the Jeep name
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and to forget what Jeep was. They spend
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millions on ad campaigns to remind us of
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Jeep heritage. And in the same
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commercial, they water it down by
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calling it a brand. There is no reason
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to say the Jeep brand with their
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precious 30 seconds of commercial time.
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The same goes for Dodge. Nobody thinks
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that Dodge City, Phelps Dodge, or Grace
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Dodge is making cars. There's no reason
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to call it the Dodge brand. Even
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Chrysler Corporation never did that. Not
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even when they started slapping
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pentastars on every product. GM doesn't
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have the Chevrolet brand. It's
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Chevrolet. Saying the Jeep brand says
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Jeep isn't real. It's just a name plate
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and we're going to rub your nose into
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it. Many brands are marketing PS of
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large companies. Dodge might have the
1:25
name of its founders, but they only made
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four-cylinder cars. There are no 2026
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Dodges with a four-cylinder. Chrysler
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has the name of its founder, but whether
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something becomes a Dodge or Jeep or
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Chrysler is almost arbitrary. The PT
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Cruiser was a Plymouth until the last
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minute, after all. But why call
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attention to it? Nothing takes away from
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dignity or iconic status like calling it
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a brand over and over. Strong brands are
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not treated that way. You don't buy an
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Apple brand phone and nobody refers to
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the Toyota brands new Camry. It's bad
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enough that they shoved all their mares
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into the same showrooms. Stalantis tells
2:00
us to respect the heritage of each mark,
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but they keep calling them brands at the
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same time. Brands don't have heritage.
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Brands are here to be diversified and
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cheapened and thrown away. Stellantis,
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it's time to bring prestige back to your
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marks by not constantly calling them
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brands. Even if we all know deep down
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that's exactly what they are. You can't
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keep trying to make everything iconic
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and historical while at the same time
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telling customers to ignore all that
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because it's just a brand. The magic of
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a brand is that we don't think of it
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that
#Autos & Vehicles
#Motor Vehicles (By Brand)

