How Will U.S. Tariffs Impact Prices? Here’s What 40+ Brands Are Saying

Will the things I want start getting more expensive? And will I still be able to buy them easily?

Between recent changes to American trade policies and our memories of living through a previous massive supply chain shock – i.e., the pandemic, these are natural questions on many of our minds.

Unfortunately, no matter how many degrees, followers, or subscribers someone might have, no one can definitively know how every brand and sector of the economy will adapt. Yet there’s also no shortage of outlets, influencers, and experts acting like they do.

The bright side is that if you know where to look, many companies are directly providing concrete insights into how they’re adjusting and responding to new U.S. trade policies in 2025.

So we’ve created a bird’ s-eye view of what consumer brands of all shapes and sizes are sharing directly via official statements and company representatives, organized alphabetically by industry. And we’re committed to updating it over time as best we can as new information crosses our desk.

We hope this simple act of aggregation provides anyone who needs it with a more accurate and tangible understanding of how the price and production of goods may or may not shift for American consumers throughout the rest of 2025 and beyond.

Editor’s Note: If you are a brand spokesperson and want to add or clarify information on this page for American consumers, please email us at sayhello [at] gearpatrol.com.

How Automotive Brands Are Adapting to U.S. Tariffs

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Audi

• 5.6.25: According to Reuters, Audi noted in its earnings call that “Financial implications of import tariffs, particularly in the United States, cannot be conclusively assessed.” The same article notes that though the brand currently doesn’t have any factories in the U.S., Audi will decide this year whether to create production capacity in America.
  
• 3.7.25: According to an internal memo to dealers obtained by Automotive News, Audi began holding “all vehicles assembled in Mexico and overseas and delivered to U.S. ports after April 2, when they will be subject to new 25 percent tariffs.”

Aston Martin

• 4.30.25: Reuters reported that Aston Martin CEO Adrian Hallmark informed analysts and reporters, “We are not going to pass on the full effect or absorb the full effect (of tariffs). It’s going to be a mix,” while also noting that the brand had ramped up its production to get more cars into the country before the tariffs started, meaning dealers had enough inventory already in the U.S. to operate through June.

Ford

• 5.7.25: A Ford spokesperson speaking to Car and Driver noted that the announced price increases on three of its Mexico-produced models included the brand’s “usual” mid-year pricing changes “combined with some tariffs we are facing. We have not passed on the full cost of tariffs to our customers.” The same representative also confirmed more minor pricing changes than those announced in the earlier Reuters article, noting “a $600 price hike for the Bronco Sport Heritage as well as a $700 price hike for the Maverick XLT AWD.”
  
• 5.7.25: According to a notice sent to dealers reviewed by Reuters, prices on Ford’s Mexico-produced models, including the Mustang Mach-E, Maverick, and Bronco Sport built after May 2nd, will increase by as much as $2,000, depending on the model, after the company’s “From America, For America” pricing program ends on July 4th.
  
• 4.30.25: In an interview with CNN‘s Erin Burnett, Ford CEO Jim Farley announced that the brand would be extending its Employee Pricing For All Program through July 4th.
• In the same interview, Farley provided deeper context into what Ford was grappling with at the moment. “There are a lot of ins and outs when it comes to tariffs,” Farley stated. He added, “We know exactly what the tariff bill would look like for the company; we also know offsets…We’re the most American [auto] company, so if there’s any company that can manage through these tariffs, it’s Ford; we make 80% [of our vehicles] here [in America].”
• He also noted in the same interview, “What we don’t know is what are the import competitors going to do. Are they going to build ten factories? Are they going to take pricing and pass it on to the customers this summer? You know the stuff we built now is priced, if we announce a price increase now, it’ll go into play until July in August. So we have to wait until then to see what our competitors are going to do.”
  

GM

• 5.1.25: In an interview with CNN’s Erin Burnett, General Motors CEO Mary Barra said GM expected the financial impact of tariffs to be between 4 to 5 billion dollars to the company. She noted, however, “There are many steps we can take to offset; for instance, we’ve already added, on an annualized basis, more than 50,000 trucks that can be built in Ft. Wayne, Indiana.”
• On pricing, Mary stated, “We believe, and what we provided in our [financial] guidance, is that pricing is going to stay about at the same levels that it is.” However, she later noted, “We’re going to continue to evaluate pricing. Pricing changes in our industry at least monthly, and sometimes more frequently, incentive levels change, etc. So we’re going to respond to the market, we’re going to stay disciplined, because it’s so important that we protect the residuals of our vehicles, because that’s important to our customers from a resale value.”

Jaguar Land Rover

• 5.3.25: The Times reported that the company resumed shipping cars to the U.S.
  
• 4.6.25: In a statement provided to CNBC via email, “As we work to address the new trading terms with our business partners, we are enacting our planned short-term actions, including a shipment pause in April.”

Mercedes-Benz

• 4.7.25: In a statement issued by Mercedes-Benz to Automotive News and reported on further by Road & Track, the German automaker pledged to absorb the 25% tariff on 2025 model year cars and not increase sticker prices.

Porsche

• 4.29.25: As first reported by Reuters, Porsche finance chief Jochen Breckner said the company does not plan to move production to the U.S. He also added that Porsche had not confirmed price increases yet but would likely make announcements in the future if the tariffs remained.
  
• 4.10.25: According to The Wall Street Journal, Porsche rushed cars to America to beat tariffs. The brand noted that its first-quarter results would be impacted by “higher company-owned inventory shipped to the US to beat the tariff deadline.”

Toyota

• 5.09.25: According to reporting from Quartz, Toyota Chief Financial Officer Yoichi Miyazaki stated as part of the company’s briefing that “[Tariff] negotiations are ongoing at the moment, and the government officials are working hard now, so details of tariffs are still moving,” adding ” “So at this moment, it’s very difficult to forecast the future,”
  
• 3.31.25: According to Reuters, “Japanese domestic media” reported that “the world’s biggest automaker does not plan to raise prices for vehicles sold in the United States for the time being, even as…25% tariffs on global automotive imports take effect on April 3.”

How Clothing and Accessory Brands Are Adapting to U.S. Tariffs

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Adidas

• 4.29.25: In a statement concerning its recent first-quarter results, adidas CEO Bjørn Gulden noted that the brand “had already reduced the China exports to the US to a minimum.”
• However, he added, “What is even worse for us is the general increase in US tariffs from all other countries of origin. Since we currently cannot produce almost any of our products in the US, these higher tariffs will eventually cause higher costs for all our products for the US market. Given the uncertainty around the negotiations between the US and the different exporting countries, we do not know what the final tariffs will be. Therefore, we cannot make any ‘final’ decisions on what to do. Cost increases due to higher tariffs will eventually cause price increases, not only in our sector, but it is currently impossible to quantify these or to conclude what impact this could have on the consumer demand for our products.”

Audemars Piguet

• 4.09.25: In a report by Hodinkee, a spokesperson for Audemars Piguet confirmed that after tariffs were announced, the brand established an internal task force focused on “working on adjustment plans while evaluating all options.”

Christopher Ward

• 4.23.25: In an email to customers, Christopher Ward Co-Founder Mike France confirmed the watch brand would pass on a 10% price increase to U.S. customers, which would be clearly labeled at checkout. “We have applied the additional 10% tariff at the checkout so you can see very clearly the total purchase price of your watch. We know how many of you appreciate this transparency.”

Hermès

• 4.17.25: According to reporting from outlets including The Times and The Business of Fashion, Eric du Halgouët, the chief financial officer of Hermès, has stated, “We are going to fully offset the impact of these new duties by increasing our selling prices in the United States from May 1, across all our business lines.” The group later clarified that this would occur on top of other expected price adjustments between 6 and 7 percent in 2025.

Levi Strauss & Co.

• 4.08.25: As reported by Fox Business and The Wall Street Journal during an earnings call, Levis Strauss CEO Michelle Gass stated that  “as we look at pricing, we do believe that the brand, especially given the health of the brand, that there is pricing power there. But if we do anything, it will be very surgical,”

Swatch Group

• 4.16.25: As reported by WatchPro, Swatch Group—which owns a broad portfolio of brands including Omega, Blancpain, Tissot, Longines, and Hamilton—increased its prices for a second time this year. “There are two main reasons for the price increases,” according to a group representative. “First, the dramatic change in exchange rates between USD and CHF. The dollar weakened in the last 4 weeks by nearly 8%. Secondly, the introduction of the 10% tariff, instead of the former 3%.” 

How Home Goods Brands Are Adapting to U.S. Tariffs

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Avocado Green Mattress

• 5.02.25: According to The New York Times, officials from the online mattress company stated they planned to increase mattress prices “by about 6 percent and other products by an average of 7.5 percent” on Tuesday, May 6th.

Black & Decker, Craftsmen, Dewalt and Stanley Tools

• 4.30.25: The CEO of the brand’s parent company, Stanley Black & Decker, announced in the company’s 1Q 2025 financial results that it implemented “an initial price increase in April and notified our customers that further price action is required.”

Breville

• 11.07.24: According to reporting from The Wall Street Journal and The Australian, the Sydney-based global appliance maker acknowledged the risk of increased tariffs on China immediately after the conclusion of the 2025 American Presidential election. During a shareholder annual meeting in November of 2024, Chief Executive Jim Clayton stated, “We will continue our inventory build in the U.S., unabated, likely until the increased tariffs are enforced.”

Great Jones

• 5.18.25: Founder Sierra Tishgart shared in an email to customers, stating, “We can’t absorb these unexpected costs without jeopardizing Great Jones. So, starting May 1, we’re raising our prices.” She also warned of potential stock issues in the future.

Knoll & Herman Miller

• 3.26.25: As reported by Furniture Today, MillerKnoll announced during an earnings call that it would be implementing a 4.5% list price increase starting June 2nd. However, CEO Andi Owen noted that “we will partner with suppliers, leverage value engineering and available flexibility within our supply chain and manufacturing footprint to offset cost impacts wherever possible.”
• Chief financial officer Jeff Stutz also noted that the price increase was not solely the result of tariffs. “It would be wrong to think that the price increase is squarely aimed as a response to tariffs,” he said. “It’s in part that, but I would point out that even domestic U.S. steel prices have run up since the start of the calendar year, and it has been coincident with this tariff conversation. So it’s not just the potential cost implications of the tariffs. There are some derivative effects that seem to be having an impact on key input costs like steel, as well as other inflationary pressures.”

Room & Board

• 4.17.25: In an Instagram post shared in mid-April, Room & Board’s CEO announced that the company’s prices would stay the same through July.

Staub, Zwilling

• 5.02.25: Joanna Rosenberg, the chief sales and marketing officer at Zwilling J.A. Henckels, the brand’s parent company, went on the record with The New York Times to share that the French-made Dutch ovens would see “single-digit” price increases, while the firm would be increasing prices for some products in early June.

Steelcase

• 3.27.25: As reported by Furniture Today, the office and contract furniture maker announced a price increase for inflation as well as a “tariff recovery charge” in the U.S. market that went into effect on March 27th. Company Chief Financial Officer Dave Sylvester shared on an earnings call that the brand was still waiting to see how the tariff policies would ultimately shake out. “If we have to take it up, we will consider that, and if we need to take it down, we’ll be the first to move quickly to adjust it down,” he said. “But we cannot absorb costs, and I don’t think companies across the industry are going to absorb costs. We leverage a lot of the same suppliers around the world and therefore are exposed to these tariffs.”

Uppababy

• 4.15.25: The upscale baby brand announced via a post on its website that “Due to rising import tariffs, updated pricing will go into effect on May 5th, 2025, across most UPPAbaby products​.” The same note added, “If tariffs are reduced or lifted, we’ll reassess pricing as quickly as business operations allow​.

How Outdoor & Fitness Brands Are Adapting to U.S. Tariffs

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Cotopaxi

• 4.29.25: In an email to customers, Cotopaxi CEO Lindsay Shumlas said, “For now, we’re keeping prices steady,” later adding that “if tariffs hold, our prices may need to increase.” – Screenshot of email via Milled.com (04.29.25)

Hydro Flask, Braun, Osprey, OXO

• 4.24.25: Helen of Troy Limited, the parent company of Hydro Flask, Braun, Osprey and OXO among others, published a press release covering its Q4 2025 Fiscal results. The release states that the company “has intensified efforts to diversify its production outside of China into regions where it expects tariffs or overall costs to be lower and to source the same product in more than one region, to the extent it is possible and not cost-prohibitive.” The same release later mentioned that “While the Company has not yet made all its pricing decisions, price increases are being considered, along with other mitigation strategies.”

Norda

• 5.01.25: The Canadian-based trail-running brand published an announcement on its site stating it would “temporarily pause all shipping to the United States.”

Specialized

• 4.16.25: According to a report from Bicycle Retailer, in an email sent by North America Regional Leader Jesse Porter on April 9, the brand will increase the cost of bikes and equipment starting on May 1st, 2025. The 10% price increase added by tariffs would be clearly listed out to customers on invoices. “Riders clearly see what they’re paying for – not a hidden cost,” the email stated while also mentioning that the company would “maintain flexibility to update or remove the charge if government tariffs change.”

Trek

• 4.17.25: According to a report from Bicycle Retailer, Trek Bicycles sent an email to retailers stating that bike prices for many models would rise immediately given that tariffs were increasing costs “to a level that needs to be addressed.” The brand also noted that the increase would apply to backorders and new purchases “to avoid a ‘run on the bank’ with our inventory and to be equitable to all retailers.”

How Tech Brands Are Adapting to U.S. Tariffs

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Canon

• 4.28.05: As reported by our sister publication DPReview.com, the Japanese camera maker confirmed its upcoming response to tariffs in the US as part of the company’s Q1 financials announcement. “We will raise prices and are in the process of estimating the timing and amount of the increase.” The brand also noted that it already had “about one to two months’ worth” of inventory in the U.S., and as a result, estimated that the impact of tariffs will mainly occur from the latter half of the year.” 

KEF

• 5.3.25: As reported by Ecoustics, KEF America released a formal statement outlining price increases starting May 5th, 2025. The brand noted, “In the past year, the cost of [premium components, tooling and master craftspeople] has risen sharply across the global supply chain, including tariff increases. Rather than compromise on performance or longevity, we will be implementing a modest price adjustment on 5 May 2025.”

Microsoft

• 5.01.25: On a support page published on support.xbox.com, Microsoft outlined how the entry-level Xbox Series S would increase in price by $80 while the Xbox Series X would increase in price by $100. Starting this holiday season, new games will also be priced at $79.99.

Nintendo

• 4.18.25: In a press release on its website, Nintendo confirmed that the Switch 2’s pricing would not change due to tariff policies. However, the same press release confirmed that Switch 2 accessories “will experience price adjustments from those announced on April 2 due to changes in market conditions.” The brand also left room for future price adjustments later, saying, “Other adjustments to the price of any Nintendo product are also possible in the future depending on market conditions.”

Sigma

• 5.05.25: As reported by our sister publication DPReview.com, in a letter on its press site, camera maker Sigma America announced, “Due to the recent implementation of government-imposed tariffs, our costs at Sigma America have increased substantially. We have made every effort to absorb these added expenses. Still, the sustained impact of the tariffs now necessitates a price increase [starting on June 2, 2025] to ensure we can continue delivering the quality and service you expect.”

Tamron

• 5.05.25: As our sister publication DPReview.com reported, camera lens maker Tamron shared, as part of its 1st Quarter FY2025 financial results, that it was actively pursuing shifts in its production to increase the amount of products made in Vietnam and decreasing its parts procurement from China.