Aston Martin in the face of US taxes

Customs tensions between the USA and Europe catch up with the automotive sector. Aston Martin reviews its plans.

A rapid adaptation strategy

Since the introduction of 25% tariffs on automobile imports from Europe, Aston Martin has chosen a measured course of action: limit its exports to the United States. The British manufacturer prefers to rely on stocks already available in American dealerships, while keeping a close eye on political and economic developments.

According to Adrian Hallmark, Managing Director, the strategy will be neither to absorb these taxes completely, nor to pass them on in full to the consumer, but to opt for a hybrid approach, foreshadowing a partial price increase on certain models.

A tense environment for the sector

Aston Martin is not alone in this storm. Mercedes-Benz is suspending its financial forecasts for 2025, preferring to wait for a clearer outcome. As for Ferrari, the brand has announced a price increase of up to +10% on the American market. This uncertain climate is already beginning to weigh on results.

Degraded but resilient performance

The first quarter of 2025 was not kind to Aston Martin: sales down -13%, losses approaching £80 million, and a clear slowdown in sales in China(-27%). The cause: falling demand for special models, combined with a sharply declining Chinese luxury market.

However, some positive signs remain. Wholesale sales rose by +1%, with strong performances in the United Kingdom (+14% ) and the United States (+5%). Together with EMEA, these two regions now account for 61% of total sales.

In the face of fiscal and geopolitical pressure, Aston Martin is adjusting its course without panicking. But for enthusiasts of the brand, a word of advice: buy before prices soar.

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