With a 15% tariff imposed on most goods from Europe, introduced by the Trump administration, companies across the continent must adapt to a new reality. Some are delaying shipments, others are raising prices, and some warn of potential losses.
Introduction of tariffs and their consequences
Effective August 1, 2025, the U.S. will impose a 15% tariff on the majority of goods coming from Europe. This measure is part of a broader strategy aimed at resolving old trade disputes. According to Reuters, this is the highest tariff on European goods in almost 100 years. "Companies are waking up to the fact that we’re dealing with an historically higher tariff rate," said Andrew Wilson from the International Chamber of Commerce.
Adaptation of European companies
Companies are adjusting their distribution schemes and postponing shipments in light of the new tariff reality. Winemaker Johannes Selbach described the situation as a "tough time for exporters and importers." He also noted that many workers in vineyards and related sectors may face layoffs and reduced incomes.
Impact on different industries
Some major brands, such as Procter & Gamble and Adidas, plan to raise prices on their products in the U.S., while smaller companies like Corania are developing new strategies to maintain market presence. "With a 15% customs duty on our affordable perfumes, we will now have to show immense ingenuity to keep going in the U.S. market," stated Laurent Cohen, CEO of Corania.
The new tariffs significantly affect European companies, which are forced to adapt to the changing trade conditions. The complexities arising from the increase in tariffs may lead to higher prices and even job reductions.
