Adapting to ever-changing tariffs
Tariffs a consideration since 2018
The recently announced US tariffs are not the first that the company has had to navigate,
although they are significantly more comprehensive. During Trump’s first term, the
US imposed tariffs on China, which remained in place during Biden’s term. The company
managed this through its global network of manufacturing sites. In January, February
and March 2025, Trump imposed additional tariffs on China. In February, the US imposed
tariffs of 25% on Canada and Mexico, with the implementation delayed until 4 March.
In retaliation, Canada imposed a 25% tariff on certain US products.
Recent US tariff announcements create uncertainty, more than double China import costs
On 2 April, Trump imposed new global tariffs: a baseline 10% applied to imports from
c 185 countries and elevated tariffs on c 50 countries, including a 20% tariff on
the EU, 24% on Japan, 34% on China and 25% on South Korea. Since then, China and the
US have escalated their tariffs, currently (16 April) sitting at 145% for Chinese
exports to the US and 125% for US exports to China.
On 9 April, the US announced a delay to the introduction of the elevated tariffs for
90 days, imposing the 10% rate on all countries bar China. If products exported from
Mexico and Canada do not qualify under the United States–Mexico–Canada Agreement (USCMA),
then the Canadian and Mexican tariffs announced in February are still in place, as
are the automotive, aluminium and steel tariffs imposed in March. This leaves time
for countries to negotiate bilaterally with the US, potentially reducing tariffs,
and for companies to start to reconfigure supply chains if necessary.
A quarter of discoverIE’s revenue is from the US
Around 24% of discoverIE’s revenue is generated from sales in the US. Of this, around
half is manufactured in the US (c 13% of group sales), for which the majority of materials
are sourced in the US. The remainder (c 11% of group sales) are imported from other
countries including the UK, Europe and Mexico. The company estimates that it is subject
to a blended tariff rate below 10% for these sales (discoverIE products from Mexico
and Canada currently qualify under USCMA so no US tariffs apply to them).
The company has seven manufacturing facilities in the US that have the capacity to
make most products, so can reduce the impact of import tariffs by moving production
there. In some cases, this is subject to major customer approval. It could also consider
‘friendshoring’ (moving production to countries with lower tariffs such as the UK),
nearshoring (for example, to Mexico if USCMA is upheld) and setting up a sales office
in the US to reduce landed cost.
The company expects to pass on the majority, if not all, of the cost increase to customers.
Indirect effects from the tariffs (whether implemented or threatened) are likely to
include a lengthening in sales cycles as customers navigate this period of uncertainty,
reconfiguring of supply chains as companies seek to avoid buying from the highest-tariffed
countries, pricing pressure and lower demand for higher-priced discretionary purchases.
As discoverIE’s products are designed in and solutions make up a small proportion
of the end product bill of materials, the company has good pricing power and should
therefore see less pressure on pricing. The markets that discoverIE is selling into
are, even if subject to short-term fluctuations due to the tariffs, structural growth
markets.