Today, companies like Apple and Google are re-creating and redefining the idea of American excellence, making “Made in the U.S.A.” evocative once again. Even American automakers, once a sad symbol of America gone wrong, are creating exciting, innovative products and finding new and ardent fans. Chrysler’s “Imported from Detroit” campaign set a stage of American resilience and pride – perfect for the re-launch of the brand. Cadillac’s move to New York and subsequent luxury differentiation was a smart move that should start to pay dividends as well.
We are on the verge of another golden era of American design and manufacturing. Americans are proud of themselves again. They believe in themselves again. And they want to buy American.
The brand of “American made” has waxed and waned over the years. During the height of national pride and support in World War II, iconic brands such as Jeep, Boeing and Spam launched, and “Made in America” stood for ingenuity, dependability and progress. The ‘70s, ’80s and ‘90s saw that brand erode with the introduction of Japanese automakers, Nintendo and the Internet making it much easier for individual consumers to buy from any country.
Despite a rocky history, Americans are turning back to American brands in record numbers and our research discusses why.