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All things being equal, most U.S. consumers would prefer to buy products that are made in the USA. So when a company claims a product is made in this country when it's not, it can get burned.
In my last column, we looked at the reasons why U.S.-made products resonate with consumers. Studies found a preference for U.S.-made products when concerns about quality, safety and durability were high.
Studies show that Americans prefer U.S.-made products, and that this preference can help bring manufacturing back home. But can we turn consumer preference into purchases?
CHICAGO—Two vehicles assembled in the greater Chicagoland area—the Ford Taurus and Ford Explorer—rank among the top vehicles with the most American-made parts, according to two studies.
We’ve all heard the adage that the three most important things in real estate are location, location, location. When it comes to product labeling and advertising, particularly “made-in-the-USA” claims, the three most important considerations are substantiation, substantiation, substantiation.
HARRISBURG, PA—Americans say they love U.S.-made goods. They are less enthusiastic, however, about paying a premium for them. A recent Reuters/Ipsos poll found 70 percent of Americans think it is “very important” or “somewhat important” to buy U.S.-made products. Despite that sentiment, 37 percent said they would refuse to pay more for U.S.-made goods vs. imports. Twenty six percent said they would only pay up to 5 percent more to buy American, and 21 percent capped the premium at 10 percent.
Here's a good bar-bet question: What is the most American-made vehicle in the United States? The Ford F-150? The Chevrolet Corvette? Close, but no cigar.
Tim Hutzel will never forget the first time, back in 1995, that he walked the shop floor at Hamilton Caster & Manufacturing Co., a maker of industrial wheels, casters, carts and trailers in Hamilton, OH. Hutzel had just left his job as director of lean transformation at GE Aviation to strike out on his own as a consultant and lean guru. Hamilton Caster was his first customer.
