The Truth About 'Made in America' Brand Claims

What "Made in America" Actually Means

"Made in America" is one of the most powerful marketing phrases in the United States. Surveys consistently show that a majority of American consumers prefer to buy domestically manufactured products. Brands know this, which is why "Made in USA," "American Made," and similar claims appear on packaging, advertisements, and websites across every product category.

But in a globalized economy where supply chains span continents and corporate ownership crosses borders, "Made in America" is far more complicated than it sounds. Some brands that market themselves as American are owned by foreign corporations. Others are assembled in the U.S. from imported components. And the legal definition of "Made in USA" is stricter than most consumers realize.

Understanding what these claims actually mean helps you make more informed purchasing decisions.

The FTC Standard

The Federal Trade Commission (FTC) enforces standards for "Made in USA" claims. The standard is:

"All or virtually all" of the product must be made in the United States.

• Final assembly must occur in the U.S.
• All significant parts and processing must be of U.S. origin
• The product should contain no (or negligible) foreign content

This is one of the strictest "made in" standards in the world. Many other countries allow "made in" claims if a certain percentage of value is added domestically (often 50-60%).

"Assembled in USA" is a different and weaker claim. It means the product was put together in the U.S. but the components may come from anywhere. Many electronics, appliances, and vehicles use "assembled in USA" because the components are sourced globally.

The Complicated Reality

Case 1: American Brand, Foreign Owner

Some of America's most iconic "American" brands are owned by foreign companies:

Budweiser is perhaps the most striking example. The brand runs patriotic Super Bowl commercials featuring Clydesdales and American imagery. But since 2008, Budweiser's parent company has been AB InBev, a Belgian-Brazilian multinational headquartered in Leuven, Belgium.

Does foreign ownership make these products less "American"? Budweiser is still brewed in U.S. facilities by American workers. GE Appliances are still manufactured in Louisville, Kentucky. The products are made here, but the profits flow to foreign parent companies and their shareholders.

Case 2: American Owner, Foreign Manufacturing

Conversely, many American-owned brands manufacture primarily overseas:

Apple is headquartered in Cupertino, California, and is the most valuable American company. But iPhones are assembled by Foxconn in China and increasingly in India and Vietnam. The design is American; the manufacturing is not.

Nike is headquartered in Beaverton, Oregon, but does not manufacture any shoes in the United States. All Nike footwear is produced overseas, primarily in Vietnam and Indonesia.

Case 3: "Assembled in USA" with Global Components

The automotive industry is the most complex example. A "Made in USA" car may contain components from dozens of countries:

• Engine manufactured in Mexico
• Transmission from Japan
• Electronics from South Korea and China
• Steel from various global sources
• Final assembly in a U.S. plant

The American Automobile Labeling Act requires vehicles to disclose the percentage of U.S./Canadian parts content. Many vehicles assembled in U.S. plants have only 40-60% domestic parts content.

Interestingly, some "foreign" brands have higher U.S. content than some "American" brands. Toyota Camrys assembled in Georgetown, Kentucky, and Honda Accords assembled in Marysville, Ohio, often have higher domestic content percentages than some GM or Ford models assembled in the U.S. from imported components.

Case 4: Genuinely American-Made

Some brands genuinely manufacture all or nearly all of their products in the United States:

• New Balance (select models manufactured in Maine and Massachusetts)
• KitchenAid (stand mixers manufactured in Greenville, Ohio)
• Red Wing Shoes (boots manufactured in Red Wing, Minnesota)
• Lodge Cast Iron (cookware manufactured in South Pittsburg, Tennessee)
• Zippo (lighters manufactured in Bradford, Pennsylvania)
• Vitamix (blenders manufactured in Olmsted Township, Ohio)
• Weber (grills manufactured in Huntley, Illinois)
• Martin Guitar (guitars manufactured in Nazareth, Pennsylvania)

These brands can legitimately claim "Made in USA" under FTC standards because manufacturing, assembly, and most components are domestic.

The Tariff Factor in 2026

Trade policy has made "Made in America" claims more relevant than ever. With tariffs on Chinese goods ranging from 25-60% (depending on the product category) and tariffs on goods from other countries under ongoing review, where a product is made directly affects its price.

Some companies have shifted manufacturing to the U.S. or to countries with more favorable trade terms (Vietnam, India, Mexico) to avoid tariffs. Others have absorbed tariff costs or passed them to consumers. The tariff environment makes origin claims both more important to consumers and more complex to evaluate.

How to Evaluate "Made in America" Claims

Check the FTC Claim Level

• "Made in USA" = All or virtually all content is domestic (strongest claim)
• "Assembled in USA" = Put together here, parts from anywhere (weaker claim)
• "Designed in USA" = Conceived here, made elsewhere (weakest claim)
• "American Brand" = Headquarters here, manufacturing may be anywhere (marketing claim)

Look Beyond the Label

• Check the brand's parent company on WhoBrands
• Look for specific manufacturing location disclosures
• For vehicles, check the American Automobile Labeling Act window sticker
• For food products, check "Product of" and country of origin labeling

Consider What Matters to You

Different consumers care about different aspects of "American-made":

• Supporting American workers? Look for U.S. manufacturing locations regardless of corporate ownership. A Chinese-owned factory employing Americans in Kentucky still supports American workers.
• Supporting American companies? Look for U.S. corporate ownership, even if manufacturing is overseas. Apple profits flow to American shareholders even though iPhones are assembled in China.
• Maximizing domestic economic impact? Look for both U.S. ownership AND U.S. manufacturing. This is the smallest category but includes brands like New Balance, Lodge, and Red Wing.

The Supply Chain Reality

In 2026, truly 100% American-made products are extremely rare for several reasons:

1. Raw materials are global. Even products assembled in the U.S. may use steel, rubber, cotton, or rare earth elements sourced internationally.

2. Component specialization. Some components (advanced semiconductors, OLED displays, certain chemicals) are only manufactured in a few countries. No amount of reshoring can change this overnight.

3. Cost economics. Labor costs in the U.S. are significantly higher than in many manufacturing countries. Fully domestic production would raise prices on many consumer goods.

4. Scale limitations. U.S. manufacturing capacity, while growing, cannot currently meet demand for all product categories domestically.

Frequently Asked Questions

Is Budweiser still made in America?

Budweiser is brewed in the United States at facilities in St. Louis and other locations. However, the brand's parent company is AB InBev, a Belgian-Brazilian multinational. The beer is American-made; the corporate profits are not entirely American.

What does "Designed in California" mean on Apple products?

Apple uses "Designed by Apple in California. Assembled in China." on its products. This means the engineering, software, and industrial design are done at Apple's headquarters in Cupertino, but the physical manufacturing and assembly happen at contract factories (primarily Foxconn) in China, India, and Vietnam.

Are there tariff advantages to "Made in USA" products?

Yes. Products manufactured entirely in the U.S. are not subject to import tariffs. With tariffs on Chinese goods at 25-60%, domestically manufactured products may have price advantages over imported competitors, depending on the category.

Which car brands are most American-made?

The most domestically produced vehicles (by parts content and assembly location) often include the Toyota Camry, Honda Accord, Tesla Model Y, and Jeep Cherokee. "American" brand names do not always correspond to the highest domestic content.

The Bottom Line

"Made in America" is a spectrum, not a binary. It ranges from genuinely domestic products (Lodge Cast Iron, Red Wing Shoes) to products that use the phrase primarily as a marketing signal. Understanding the difference between foreign ownership, foreign manufacturing, foreign components, and genuine domestic production helps you align your purchasing decisions with your values, whatever those values may be.

Check brand ownership and origin on WhoBrands or browse brands by category.

Sources

1. Federal Trade Commission. "Made in USA Standard." ftc.gov 2. American Automobile Labeling Act. Vehicle domestic content disclosures. 2025-2026 model year. 3. U.S. Census Bureau. "Manufacturing & Trade Data." 2025. 4. USTR. "Tariff Schedule." 2026. 5. Consumer Reports. "Made in America Survey." 2025.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: February 11, 2026.