Jaguar Land Rover’s 21-word response to Donald | Tech News

Jaguar Land Rover (JLR) has made a defiant assertion following President Trump’s announcement that a 25 p.c tariff shall be positioned on all vehicles imported into America.

A contemporary wave of tariffs have been launched on Wednesday April 2, 2025, which Mr Trump referred to as ‘Liberation Day’, with the UK additionally hit with a 10 p.c tax on all items exported to the USA.

While there are fears within the automotive industry that the tariffs will see demand for UK-made vehicles fall, many firms are placing on a courageous face.

A spokesperson for JLR highlighted that they’re at the moment in a robust place and are unlikely to take drastic motion in response to the tariffs anytime quickly.

In a blunt 21-word response they defined: “Our luxury brands have never been stronger, and we will address the new US trading terms when they come into force.”

In 2023, the USA was the UK’s largest exporter of new vehicles, with 16.9 p.c of all fashions made in Britain crossing the Atlantic and producing £7.6 billion.

As with tariffs utilized to different items, President Trump hopes that the price will increase pressured on imported autos will encourage Americans to buy a locally-produced various, serving to to increase the nation’s own automotive industry.

The transfer can also lead to producers being more inclined to set up factories in America, permitting them to sell autos within the nation with out the hefty tariff.

However, Philipp Sayler von Amende, Chief Commercial Officer at Carwow Group, famous that almost all of producers might initially take in the extra prices from the tariffs to stay aggressive towards locally-built rivals.

He added: “These tariffs add further complexity for car manufacturers and their supply chains as they grapple with how to keep British-made cars price-competitive in the US market.

“In the short time period, some producers might take in tariff prices to preserve aggressive pricing till current stock clears, whereas premium manufacturers in high demand are more probably to go them on to shoppers – like Ferrari, which lately introduced a 10 p.c US price increase.”

While the UK was able to avoid the 20 percent tariff on all imported goods that President Trump has imposed on the European Union, many automotive experts are hoping a better trade deal with America could be negotiated.

Mike Hawes, Chief Executive of the Society of Motor Manufacturers and Traders (SMMT), highlighted that the additional costs from the tariffs could have a knock-on effect on the range of models they are able to produce.

He warned: “These tariff prices can’t be absorbed by producers, thus hitting US shoppers who might face further prices and a decreased selection of iconic British manufacturers, while UK producers might have to review output within the face of constrained demand.”