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Wary of directly criticizing the president’s trade policies, automakers are emphasizing how much they have already invested in U.S. manufacturing.
April 19, 2025, 5:01 a.m. ET
Car company executives have been reluctant to directly criticize President Trump’s 25 percent tariffs on imported cars and car parts, despite a palpable sense of dread about the damage they believe his trade policies will do to their operations and profits.
Instead, they are pursuing a more subtle strategy, emphasizing how much they have already invested in U.S. manufacturing, in the hope that the president will show mercy.
In advertisements, media interviews and photo ops in recent weeks, automakers have been declaring their dedication to producing cars in the United States and highlighting the investments they have already made.
BMW and Ford Motor have placed full-page newspaper advertisements that emphasize how many jobs they have created in the United States.
Hyundai executives appeared at the White House last month to announce plans to invest $21 billion in the company’s U.S. operations, allowing Mr. Trump to take credit.
At the New York International Auto Show this week, rare was the executive who didn't mention how much his or her company has invested in American manufacturing and jobs.
