For North American companies, the "wait and see" moment on tariffs is over.
Tariffs on goods imported from the U.S.'s three largest trade partners could upend industries from autos to consumer goods to energy. Executives have been able to deflect questions about dealing with tariffs before Saturday's announcement, and many wanted to avoid antagonizing Trump's White House after he took office. That non-response may no longer be possible.
"All CEOs are bewildered by these non-strategic tariff tantrums being directed at our closest allies instead of adversaries," said Jeffrey Sonnenfeld, professor at Yale School of Management in New Haven, Conn.
Numerous global companies will report results this coming week, including Amazon (AMZN.O), Ford Motor (F.N), Mondelez International (MDLZ.O) and Owens-Illinois (OI.N). They will likely face a barrage of questions on how they plan to mitigate these costs.
Reuters reached out to numerous companies, none of whom would comment on the record about the tariffs. Several industry associations did comment, though some were more critical than others.
The U.S. Steelworkers union, the largest industrial union in North America, criticized Trump's tariffs on Canada, citing some $1.3 trillion in trade between the two countries.
"These tariffs don't just hurt Canada. They threaten the stability of industries on both sides of the border," union president David McCall said in a statement.
Automakers like General Motors (GM.N) and Toyota (7203.T), could shift production from foreign factories to the United States, while companies like global aluminum giant Alcoa (AA.N) have suggested re-routing shipments to reduce the tariff burden.
Many companies accelerated shipments in the fourth quarter ahead of Trump's return to office.
Offsetting tariffs are harder for smaller companies without global operations that need foreign parts. Numerous aerospace and auto companies operate near the U.S.-Canada border, while U.S. refiners in the Midwest rely heavily on Canadian crude oil.
Tariffs are paid by importing companies, not foreign nations, as Trump frequently claims erroneously. This week, he acknowledged that tariffs would cause short-term disruption as the costs are sometimes passed on to consumers.
Trump has pursued tariffs as a way of forcing companies to re-locate to the United States. But that is frustrating to firms that shifted production to Canada and Mexico in response to Trump's tariffs on China in his first term - and now are set to be hit even after "near-shoring" closer to home.
"Our American automakers ... should not have their competitiveness undermined by tariffs that will raise the cost of building vehicles in the United States and stymie investment in the American workforce," said Matt Blunt, president of the American Automotive Policy Council, which represents Ford Motor, General Motors and Stellantis (STLAM.MI).
Tom Madrecki, vice president of supply chain resiliency at the Consumer Brands Association, in a statement said "the consumer packaged goods industry supports a strategic 'America First Trade Policy' that protects American jobs and keeps food, beverage, household and personal care products affordable." However, he also said tariffs could cause higher prices and urged Mexico and Canada to work with President Trump.
Big-box stores like Walmart (WMT.N) and Target (TGT.N), which have been fighting to keep prices low because of inflation, might not be able to withstand higher supply chain costs.
The two companies did not immediately respond to requests for comment, but the National Retail Federation, which represents the nation's largest retailers, said the White House should explore other ways to achieve its policy goals.
“As long as these universal tariffs are in place, Americans will be forced to pay higher prices on everyday consumer goods," said David French, NRF executive vice president of government relations.
"These are volatile situations, so we'll see how long it lasts and what happens," CFO Rick Dierker said in an earnings call on Friday, adding that they have the ability to "be reactive when we need to be."
