Bentley Sales to US Delayed Amid Uncertainty Over Tariff Cuts

The British luxury carmaker Bentley has reported a complete halt in its US sales as customers await clarity on lower tariffs promised under a recent UK-US trade deal. The deal agreed last week has set a 10% tariff on 100,000 car exports to the US, a significant reduction from the 25% levy currently imposed on imports. However, the absence of a clear timeline for implementation is causing severe disruption.

Bentley’s chief executive, Frank-Steffen Walliser, highlighted the damaging impact of the uncertainty during an automotive industry conference this week. He explained that customers are delaying purchases, leaving the company grappling with frozen sales figures. He noted, “The lack of clarity is super-harming the business at the moment – nobody is moving.”

Despite Bentley’s efforts to maintain steady prices by accelerating shipments to the US prior to the new tariffs taking effect and depleting existing stock, time is running short. The company requires urgent updates within weeks to avoid further disruptions. Walliser emphasised, “We need the feedback within the next two, three weeks, to keep this going.”

Meanwhile, broader uncertainty prevails among other British automakers. Jaguar Land Rover (JLR), the largest automotive employer in the UK, has raised concerns over the ambiguity of the deal. The company is awaiting key details regarding whether UK-made car parts will benefit from the reduced tariffs. Without clarification, issues surrounding rules of origin could jeopardise the eligibility of vehicles for the 10% tariff rate.

JLR, which primarily manufactures its models in the UK, has already faced significant financial impacts due to the tariffs introduced by the United States during the Trump administration. Although it recently achieved a decade-high profit of £2.5 billion for the financial year ending March 2025, the company remains cautious. Adrian Mardell, JLR’s CEO, acknowledged the financial strain caused by the tariffs while adding that the trade agreement averted potential redundancies that might have otherwise occurred within days.

Other automakers are also grappling with challenges posed by barriers to US market entry. Ineos Automotive, for example, is still paying a 27.5% tariff after building its Grenadier off-roader in France, highlighting the troubles of manufacturing outside the UK. Lynn Calder, its CEO, criticised Europe’s lack of competitiveness and said the delay in striking a trade deal with the US has left European manufacturers lagging behind.

As British automakers await clarity on how the limited trade agreement will work in practice, the ongoing uncertainty underscores the challenges of balancing international trade deals, tariff policies, and market fluctuations. For brands like Bentley, immediate action is needed to prevent further strain on operations and sales figures.