Trump's punitive tariffs: Interview with Jo Beckendorff: "I would buy now"

Under Donald Trump's administration, the US has introduced or threatened to introduce punitive tariffs on a large number of imported goods from Europe, Asia and other regions. The aim is to protect domestic industries and offset trade deficits.

Impact of US tariffs on Europe

More expensive exports: European products - including cars, machinery, aluminium, steel and, in some cases, bicycles or components - will become more expensive in the USA as a result of the tariffs, which will weaken their competitiveness there.

Counter tariffs from Europe: In response, the EU has imposed its own punitive tariffs on US goods (e.g. on whiskey, jeans and motorbikes), which is putting additional pressure on bilateral trade.

Relocation of production: European companies are examining whether it is worth relocating parts of their production to the USA in order to avoid the tariffs - which could reduce investment in Europe.

Supply bottlenecks and price increases: Industries that rely on transatlantic supply chains - e.g. bicycle manufacturers, automotive suppliers and mechanical engineering companies - are particularly affected. Price increases are often passed on to the end customer.

Uncertainty and planning problems: The changing trade policy is causing uncertainty for investments and long-term planning in European companies.

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Business connoisseur Jo Beckendorff in an interview

TOUR: Donald Trump has announced high tariffs against Europe, Asia and other countries - and has now implemented them. What does this mean for the bicycle industry?

Jo Beckendorff: Everything will be more expensive. These tariffs will be passed on to the customers, the bike companies will not want to bear them, after all, the margins are already very low.

TOUR: A look into the crystal ball: punitive tariffs often provoke counter-tariffs. To avoid all of this, German bicycle companies could do without "Made in USA" components. Could that help?

Jo Beckendorff: It is quite conceivable to minimise the increase in price in this way. However, Donald Trump's round of tariffs affects many goods and many countries - so everything will become more expensive. Many German brands such as Canyon or YT will also have to expect lower sales on the US market.
Incidentally, US bicycle manufacturers will also suffer - nothing works without bicycle parts and components from Asia. They will now also have to pay customs duties when importing them into the USA. Only those US suppliers who rely on "Made in USA" components are less affected. But there aren't that many of them.

TOUR: What if Trump withdraws his tariffs and makes a deal? Will everything stay the same?

Jo Beckendorff: The market will continue to be affected by the lack of predictability. Without fixed rules, it is difficult for any commercial enterprise. I can imagine Trump playing poker and lowering some tariffs again after a deal. However, the market will continue to be nervous.

TOUR: Should anyone who wants to buy a bike this year act quickly and strike now?

Jo Beckendorff: I would buy now before the prices are adjusted. What's more, new goods are coming in now and old goods are being sold at favourable prices. And many people haven't even realised this yet: The leasing returns are coming back for the first time and flooding the second-hand market. Although these are primarily mobility bikes, the proportion of sporty mountain bikes and e-mountain bikes should not be underestimated - we are talking about around one million bikes in total.

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TOUR: That should push prices down, shouldn't it?

Jo Beckendorff: Refurbishers will be forced into action. If you're looking for a refurbished bike rather than a new one, you should perhaps wait a few more weeks. There should be some really great offers to be found here.

TOUR: What is your outlook for bike companies - do European brands need to become more independent?

Jo Beckendorff: I think so. Globalisation is currently going backwards. The mistrust is not going away any time soon. "Close to the market" is now the order of the day - in other words, production in Europe. Frame construction is already partly there, but there is still some catching up to do when it comes to add-on parts and components. And you can't deliver a bike without components.