Tesla Model 3 Ranked as Most-American Car – What Does That Mean, and Does it Still Matter?
By Edward A. Sanchez – June 25, 2021
Cars.com just released its 2021 American-Made Index Report, and for the first time in the report’s history, an EV made the top spot, the 2021 Tesla Model 3. The term “Most American” is fraught with peril in terms of different perspectives and subjective yardsticks. Certainly, if your criteria are retro-themed styling, a large-displacement, burbling V8 engine and nostalgic muscle-car feels, the Dodge Challenger would take the top spot. The problem is, the car is built in Canada, with an engine from Mexico. Most “North American?” Maybe.
Over the last 20 years, the list has surprisingly been dominated by names and models that most would consider “imports,” such as the Toyota Camry, Honda Accord, and other models made by Japanese brands. On the 2021 list, fully half of the top 10 models were from Honda or Toyota, a testament to both companies’ decades-long commitment to U.S. manufacturing.
The list shifts from year-to-year, due to complex supplier relationships, and will probably shift again in the future. Lately, full-size lifted truck owners attaching an oversize American flag to the back of their truck has become a thing. Well, according to the 2021 list, that flag would be most appropriate on a Honda Ridgeline, which along with the Toyota Tundra, were the only two pickups to make the Top 10 list.
Is this the new face of the “American” car? According to Cars.com, the answer is yes.
The interesting thing about Tesla is that even though it is headquartered in the U.S. and is considered by most to be an “American” company, the company’s approach to product development is definitely global in perspective and scope. The Model 3 and Model Y are now built at two plants – California and China – and will soon go into production in Texas and Germany. Although outwardly almost identical, the cars made in their respective regions have some slight variations to meet the regulatory or supply chain requirements of the region.
Although regionally, brand loyalty is fiercely strong, especially in Michigan and other upper-Midwest states where the auto industry has a strong presence, consumers in most other parts of the country simply shop for value or features and attributes.
Although these lists are interesting from a hypothetical perspective, the fierce partisan brand loyalty is only strong and significant among certain sub-sets of buyers, notably truck buyers and performance cars. Most other consumers are brand dilletantes, going from brand-to-brand or model-to-model as their tastes and needs change, and new models come out with compelling features or styling.
So does being the “most-American car” matter for Tesla?
Tesla earned my business with the Model 3 for its objectively impressive driving experience and engineering. And although the company is acknowledged (however grudgingly, at times) as the leader in the EV space, they no longer have the entire EV sandbox to themselves. As I noted in my post last week, if the company stubbornly insists on foisting the yoke wheel on unconvinced consumers, it could find an unexpected exodus to other brands, be they American-made or not.
(Images courtesy Tesla)
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