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A shifting perception of the United States amid President Trump’s trade war is prompting Europeans to pivot decisively away from U.S. goods and services.
May 5, 2025, 11:14 a.m. ET
For motorcycle lovers in Sweden, Harley-Davidson is the hottest brand on the road. Jack Daniels whiskey beckons from the bar at British pubs. In France, Levis jeans are all about chic.
But in the tumult of President Trump’s trade war with Europe, many European consumers are starting to avoid U.S. products and services in what appears to be a decisive and potentially long-term shift away from buying American, according to a new assessment by the European Central Bank.
In April, Mr. Trump imposed a 10 percent blanket tariff on America’s trading partners, and threatened “reciprocal tariffs” on many of those, including the European Union. Companies like Tesla and McDonald’s are seeing customers in Europe put off by “Made in America.”
“The newly imposed U.S. trade tariffs on European products are causing European consumers to think twice about what’s in their shopping cart,” the E.C.B. wrote in a blog post about its research on consumer behavior. “Consumers are very willing to actively move away from U.S. products and services.”
Europeans had already begun testing grass-roots boycotts on American products, including Heinz ketchup and Lay’s potato chips, shortly after Mr. Trump took office. His threats to take over Greenland, part of Denmark, energized Danes to organize no-buy campaigns on Facebook. Tesla owners in Sweden slapped “shame” bumper stickers on their cars to distance themselves from Elon Musk, the Tesla chief executive who is one of Mr. Trump’s top advisers.
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