BBB National Programs Archive

NAD Finds Chrysler Can Support ‘Most Awarded’ Claim For Jeep Grand Cherokee, With Certain Modifications

New York, NY – Aug.20,  2012 – The National Advertising Division has determined that Chrysler Group LLC provided adequate support for the claim that its Jeep Grand Cherokee was the “most awarded” sports utility vehicle over the lifetime of the brand. However, NAD cautioned that the claim should not be tied to a specific model year.

NAD is an investigative unit of the advertising industry’s system of self-regulation and administered by the Council of Better Business Bureaus.

Jaguar Land Rover North America LLC challenged before NAD Chrysler’s advertising claims that Jeep Grand Cherokee is the “most awarded” SUV ever, and that Jeep
“invented the premium SUV” segment.

Key to NAD’s determination was a consideration of the honors and recognition received by Chrysler for the Jeep Grand Cherokee. NAD was persuaded that Chrysler provided a reasonable basis for the claim based on the list of awards that its Jeep Grand Cherokee received over the life of the brand. However, NAD found that the “most awarded” claim was unsupported to the extent it was tied to a model year. NAD therefore recommended that the advertiser revise its advertising by making clear that its “most awarded” claims relate to the Jeep Grand Cherokee name plate over its lifetime.

NAD noted that Chrysler has voluntarily and permanently discontinued the claim that it “invented the premium SUV” segment, an action NAD deemed necessary and appropriate.

Chrysler, in its advertiser’s statement, said the company appreciated “NAD’s careful review of this matter and the opportunity to participate in the self-regulatory process.”