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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
0:01
fun lately.
0:02
Since Fiat took over Chrysler, we've
0:04
seen two things. Claims they are
0:06
strengthening the company's marks and
0:08
calling everything a brand. Also calling
0:10
everything iconic. The problem with
0:12
calling out Dodge as the Dodge brand and
0:14
Jeep as the Jeep brand is first that
0:17
it's unnatural and unnecessary. And
0:19
second, more important that it makes it
0:21
even more clear that these are just fake
0:23
names for Stalantis cars. Jeep had a lot
0:26
of brand equity when Fiat took over,
0:28
even though they had watered it down
0:30
with the Patriot and Compass, but they
0:32
keep calling it the Jeep brand, even in
0:34
commercials, emphasizing how artificial
0:37
Jeep is. It's as though they want people
0:39
to stop paying extra for the Jeep name
0:41
and to forget what Jeep was. They spend
0:44
millions on ad campaigns to remind us of
0:47
Jeep heritage. And in the same
0:48
commercial, they water it down by
0:50
calling it a brand. There is no reason
0:52
to say the Jeep brand with their
0:54
precious 30 seconds of commercial time.
0:57
The same goes for Dodge. Nobody thinks
0:59
that Dodge City, Phelps Dodge, or Grace
1:02
Dodge is making cars. There's no reason
1:04
to call it the Dodge brand. Even
1:06
Chrysler Corporation never did that. Not
1:08
even when they started slapping
1:10
pentastars on every product. GM doesn't
1:12
have the Chevrolet brand. It's
1:14
Chevrolet. Saying the Jeep brand says
1:16
Jeep isn't real. It's just a name plate
1:18
and we're going to rub your nose into
1:20
it. Many brands are marketing PS of
1:22
large companies. Dodge might have the
1:25
name of its founders, but they only made
1:27
four-cylinder cars. There are no 2026
1:30
Dodges with a four-cylinder. Chrysler
1:32
has the name of its founder, but whether
1:34
something becomes a Dodge or Jeep or
1:36
Chrysler is almost arbitrary. The PT
1:39
Cruiser was a Plymouth until the last
1:40
minute, after all. But why call
1:42
attention to it? Nothing takes away from
1:44
dignity or iconic status like calling it
1:47
a brand over and over. Strong brands are
1:50
not treated that way. You don't buy an
1:52
Apple brand phone and nobody refers to
1:54
the Toyota brands new Camry. It's bad
1:56
enough that they shoved all their mares
1:58
into the same showrooms. Stalantis tells
2:00
us to respect the heritage of each mark,
2:03
but they keep calling them brands at the
2:05
same time. Brands don't have heritage.
2:07
Brands are here to be diversified and
2:09
cheapened and thrown away. Stellantis,
2:12
it's time to bring prestige back to your
2:14
marks by not constantly calling them
2:16
brands. Even if we all know deep down
2:19
that's exactly what they are. You can't
2:21
keep trying to make everything iconic
2:22
and historical while at the same time
2:24
telling customers to ignore all that
2:26
because it's just a brand. The magic of
2:28
a brand is that we don't think of it
2:30
that
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#Motor Vehicles (By Brand)