Major Automakers Launch Patriotic Ads to Counter Trump's 25% Auto Parts Tariff

Major automakers Ford, Stellantis, Hyundai, and Toyota have launched advertising campaigns highlighting their U.S. manufacturing as a 25% tariff on imported auto parts is set to begin on May 3. Ford's 'From America, For America' campaign emphasizes its domestic production, while Stellantis' 'America’s Freedom of Choice' faced scrutiny over 'built in the USA' claims. Hyundai assures stable pricing, and Toyota promotes its U.S. operations. These campaigns aim to reassure consumers and influence policymakers amid trade policy uncertainty under former President Trump.

Ford: “From America, For America”

Ford Motor Company has taken a prominent role in the advertising push, unveiling a multi-platform campaign titled “From America, For America.” The campaign began in early April with a 30-second television and social media spot and has since expanded to include full-page ads in major national newspapers such as The New York Times, The Wall Street Journal, and The Washington Post.

The print ad, headlined “Always moving forward. Never leaving America behind,” underscores Ford’s claim that nearly 80% of the vehicles it sells in the U.S. are manufactured domestically. The company also highlights its status as the largest employer of union-represented hourly workers in the U.S. auto industry and its role as the top exporter of American-made vehicles.

Ford’s messaging is designed to counter the perception that American automakers have offshored production. “We felt the newspaper ad put more depth into it: That we are the right brand at the right time and it's about being supportive to America,” said Ford spokesman Said Deep. The campaign also includes an employee pricing offer for all customers, running through June 2.

Stellantis: “America’s Freedom of Choice”

Stellantis, the parent company of Chrysler, Dodge, Jeep, and Ram, launched its “America’s Freedom of Choice” campaign on April 4. The campaign offers employee pricing or cash incentives on select models and emphasizes the American heritage of its brands. Ads have featured slogans such as “Jeep: America’s most patriotic brand” and “Ram: Built from the ground up in America.”

However, the campaign faced scrutiny from the watchdog group Truth in Advertising, which challenged Stellantis’ use of the term “built” under Federal Trade Commission (FTC) guidelines. The FTC requires that vehicles labeled as “built in the USA” must contain negligible foreign content. Stellantis has since adjusted the language in its ads to reflect that its vehicles are assembled in the U.S. using imported parts.

Despite the revision, Stellantis continues to run the campaign through the end of April. The company’s messaging also references Jeep’s historical role in World War II, reinforcing its patriotic branding.

Hyundai: Pricing Stability Amid Uncertainty

South Korea-based Hyundai joined the advertising wave with a full-page ad in The Wall Street Journal on April 19. The ad assured consumers that Hyundai’s vehicle pricing would remain unchanged despite the looming tariffs. While the ad did not explicitly reference the tariffs, its timing and content suggest a strategic move to position Hyundai as a stable and reliable choice for American buyers during a period of economic uncertainty.

Hyundai, which operates a manufacturing plant in Alabama, has previously emphasized its U.S. investments in response to trade tensions. The company’s latest ad reinforces that message without directly engaging in political commentary.

Toyota: Promoting U.S. Manufacturing Footprint

Japanese automaker Toyota has also launched a series of television ads promoting its American manufacturing operations. The ads focus on the Tundra pickup truck, which is designed, engineered, and built in the United States. Toyota recently announced an $88 million investment in its West Virginia engine plant to expand production of hybrid components, bringing its total investment in the facility to over $2.8 billion.

The company’s messaging aligns with its broader strategy to highlight its long-standing presence in the U.S. and its role in supporting American jobs. Toyota was specifically named by Trump earlier this month when he announced the new tariffs, making its public reaffirmation of U.S. operations particularly timely.

Context: Trump’s Tariff Policy and Industry Response

The advertising campaigns come in response to a sweeping 25% tariff on all imported auto parts, scheduled to take effect on May 3. The policy follows an earlier 25% tariff on imported vehicles and is part of Trump’s broader effort to boost domestic manufacturing. While the administration has indicated that some exemptions may be granted—particularly for parts from China—the auto parts tariff is expected to remain in place.

According to the Center for Automotive Research, the proposed tariffs could increase costs for automakers by $108 billion by 2025. Industry analysts warn that the tariffs could disrupt global supply chains, raise vehicle prices, and lead to production cuts. Fitch Ratings has downgraded its outlook for the global automotive sector, citing the tariffs as a significant risk.

In response, automakers have taken various steps to mitigate the impact. Ford has halted shipments of certain vehicles to China due to retaliatory tariffs, while Stellantis has paused production at some North American plants and furloughed workers. Tesla has suspended plans to ship components for its Cybercab and Semi trucks from China to the U.S.

Industry Messaging and Political Implications

While the ad campaigns are aimed at consumers, they also serve a political function. Industry experts suggest that the messaging is intended to influence policymakers in Washington, D.C., by showcasing the automakers’ commitment to American jobs and manufacturing.

“This is a way to give a clear message, that they can back up with statistics,” said Marick Masters, professor emeritus at Wayne State University. “They’re sending a message to the president, the other stakeholders that they’re trying to reach, including the union, that they are a company that has invested a lot in America.”

Art Wheaton, director of labor studies at Cornell University, noted that Ford’s campaign is reminiscent of past patriotic advertising during times of national crisis. “Getting the message out now is a direct response to tariffs and economic uncertainty,” he said.

References

• Ford and Stellantis address tariff turmoil with bold 'made-in-America' ad campaigns
• Ford and Stellantis address tariff turmoil with bold 'made-in-America' ad campaigns
• Toyota to invests ¥12.5 billion in West Virginia plant amid Trump tariff push
• Donald Trump to exempt carmakers from some US tariffs: Report
• Trump's tariffs are a 'debacle of epic proportions' for the auto industry — and consumers too, analyst says
• Fitch Ratings estimates a decline in vehicle production due to tariffs - T21
• Auto Industry Warns Trump He's Risking Layoffs And Bankruptcies With Tariffs | Carscoops