Trump tariffs: which Italian car brands will suffer most?

April 5, 2025 will mark a turning point in trade relations between the United States and Europe, with the implementation of new 20 % tariffs on European products, including cars. Announced by U.S. President Donald Trump, this change could upset the market for Italian cars. But which brands are most likely to suffer from this tax increase? Let's find out.

Maserati: over 40 % of sales

The case of Maserati is particularly interesting. Indeed, although the brand will experience a worldwide decline in sales in 2024 (-37 % compared with 2023, with just 4,819 registrations), The United States remains its main market, accounting for over 40 % of sales. The 20 % increase in sales prices due to customs duties could be a major blow to an already struggling brand. Even if Maserati stands out for its luxury vehicles, it will be difficult to justify such a price increase to American consumers. Maserati's situation is therefore worrying, especially as it does not enjoy the same aura as Ferrari or Lamborghini to resist such pressure.

Lamborghini: over 30 % of sales

Lamborghinifor its part, is also highly exposed to this increase in customs duties. In 2024, the brand recorded over 3,500 registrations in the United StatesThis represents an increase of 23 % compared with 2023. This figure makes it the brand's number 1 market, far ahead of Germany, Italy and Japan. The United States accounts for over 30 % of Lamborghini sales, which puts the brand in a tricky position. If the price increase does indeed reach 20 %, it's legitimate to wonder whether consumers will still be prepared to spend more and more on a luxury vehicle. The challenge for Lamborghini will be to maintain its customer base.

Ferrari: over 25 % in sales

With around 3,500 registrations in the United States in 2024 (+13 % vs. 2023), Ferrari is no exception to the rule. The United States accounts for around 25 % of Ferrari's worldwide sales, and the U.S. remains its main market, ahead of Japan and Germany. If the 20 % tariff hike were to materialize, it's possible that some buyers would be reluctant to spend astronomical sums on a car, even a Ferrari. However, the brand benefits from an extremely loyal and passionate customer base, which could partly protect it from this increase.

Alfa Romeo: over 14 % of sales

Alfa Romeoalthough still well-established on the American market, finds itself in a more delicate situation. In 2024, brand sales down 18 % compared with 2023with around 9,000 registrations out of a total of 62,000 sales worldwide. However, the United States remains its second biggest market, just after Italy, accounting for around 14 % of global sales. The introduction of the new Tonale motorization, accompanied by a price reduction, was a gamble to boost sales. However, with the introduction of customs duties, Alfa Romeo could see its efforts undone, and higher prices could complicate matters further.

Lancia, Fiat, Abarth: brands little affected

Brands such as Lancia, Fiat and Abarth are much less exposed to this change in commercial policy. As Lancia is not distributed in the United States, it will not be affected by the tariffs. In addition, Fiat and Abarth, which generate much lower sales volumes in the USA, need not fear any major repercussions on their business. Although some of their cars can still be imported, their presence on the US market remains marginal and therefore largely beyond the reach of the direct impacts of these new tariffs.