Navigating new global tariffs:

15 frequently asked questions

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  • Insight
  • March 31, 2025

US President Donald Trump’s trade and tariff announcements have created many questions for business leaders. We collected some of the common queries we’re hearing, along with insights from our tax, trade, corporate structuring, deals and economics specialists to help businesses navigate these complex issues.

This is a complicated and rapidly evolving situation. The analysis below is intended only as a general guide and should not be used as a substitute for consultation with professional advisers about your specific business. 

How are companies in Canada affected?

The new trade and tariff measures affecting Canadian companies can be grouped into four categories.

The first are border action tariffs that the US administration says are aimed at pressuring Canada, Mexico and China to take stronger measures against drug trafficking and illegal immigration, while supporting a broader strategy to protect US industries. On March 4, 2025, and March 6, 2025, the White House made several announcements that included:

  • 25% tariffs on goods that do not satisfy the Canada-U.S.-Mexico Agreement (CUSMA) rules of origin.

  • A lower 10% tariff on Canadian energy products that fall outside CUSMA. 

  • A lower 10% tariff on Canadian potash that falls outside CUSMA.

  • Canadian goods compliant with CUSMA would be exempt from tariffs until April 2, 2025.

Secondly, on March 4, 2025, the Canadian government announced targeted countermeasures. The first phase imposes tariffs on $30 billion worth of US goods, including various agricultural products, beverages and paper products. Additionally, a larger list of US goods, including machinery, electrical equipment and manufactured goods, will face tariffs starting April 2, 2025. The Canadian government indicated that these countermeasures will remain in effect until all US tariffs are removed.

Third, as part of President Trump's America First Trade Policy, the administration launched an investigation into its trade imbalance and other countries’ trade practices. Additionally, on March 12, 2025, the US applied a 25% tariff on imports of steel and aluminum products from all countries, including Canada. US officials have also identified copper, timber, semiconductors and pharmaceuticals for further investigation. And on March 26, 2025, President Trump announced plans to impose tariffs on imports of automobiles and certain automobile parts. 

Finally, China imposed tariffs on Canadian agricultural and food products that took effect March 20. These are in response to Canadian surtaxes on Chinese-origin steel and aluminum.

We estimate that a 25% tariff on Canadian products would result in approximately $73 billion a year in tariffs, based on US Census Bureau data. Additionally, a 10% tariff on energy resource products would result in $13 billion worth of tariffs annually. The most-affected Canadian products include motor vehicle and aerospace products and parts, metal manufacturing materials, machinery and equipment manufacturers, chemicals, food items and agricultural products. The exact impact would vary between sectors and individual businesses, depending on your upstream supply chain and US market circumstances for your products.

US tariffs and a Canadian surtax are expected to increase costs for Canadian businesses, disrupt supply chains and reduce profit margins. Every business in Canada—even those that do not directly trade with the US—may be affected. Many Canadian businesses are integral parts of the value chains of companies that would be directly impacted by trade measures. Additionally, we expect any trade measures to negatively affect Canadian economic growth, the value of the Canadian dollar and business investments in Canada.

No. Services, including Software as a Service and software digitally received, are not tangible goods. As such, they would not be covered under the current tariff environment.

The US trade measures could significantly affect companies importing affected products from China and Mexico.

Paragraph H of the US executive order on Canada initially stated that duty-free de minimis treatment, which allows for goods below a certain threshold to be imported into the US, are not eligible to get the de minimis benefit, or section 321. On February 7, 2025, the US administration said section 321 would continue until such time that the requisite systems are in place to handle the processing and collection of revenue. When adequate systems are deemed to be in place to process and collect the applicable tariff revenue by the President, section 321 for Chinese-origin goods would no longer apply. This is significant because of the large number of e-commerce distributors in Canada distributing Chinese-origin e-commerce goods into the US. Those goods will no longer enter the US duty free. Instead, these items will be subject to the most-favoured-nation duty rate, plus any other tariffs already imposed on China under section 201 or 301 of the US Trade Act and/or section 232 of the US Trade Expansion Act. These shipments will also be subject to the merchandise processing fee and any other relevant import fees as a result of the IEEPA. Once the US measures go into effect, we’ll see some companies go from paying no duties on goods entering the US to being charged upwards of 40% of the value of the goods.

In Mexico, the government has taken several trade and customs actions since April 2024 to promote domestic production and exports as well as align with the US strategy of reducing the supply of goods and materials from China. Canadian companies that manufacture products in Mexico for export to Canada or the US would do well to re-evaluate their supply chains by considering suppliers from countries that are trade partners of Mexico. They should also review their operating model, corporate structure and use of maquiladoras (duty- and tariff-free factories) and contract manufacturers.

The US will not apply tariffs to Mexican goods traveling from Mexico to Canada if the goods are kept in a bond for transit. Tariffs will apply if the goods are customs cleared on a consumption entry into the US, meaning they have entered the commerce of the US.

The wording of the US executive orders suggests items will be subject to tariffs every time they cross the border. This will be of particular concern to companies in the manufacturing sector as many parts and components move across the border multiple times before being assembled into a finished product.

Paragraph G of the US executive order specifies that no duty drawback or refund of duties will be available for those tariffs imposed under the order and eliminates any potential financial relief for businesses affected by these tariffs. This is significant because US companies have historically been able to perform a US duty drawback and claim back the duty they pay on inputs to finished product when goods are imported into the US and subsequently exported or used in the manufacture of a finished good that is typically exported.

There are mitigation provisions within the customs legislation in both Canada and the US when there are no changes to an item’s country of origin. This may apply when components are exported from the US to Canada for assembly into finished goods, provided they do not change in value or undergo substantial transformation or improvement. Our teams are exploring the details.

Canada has released a framework for Canadian companies to apply for a remission on certain goods used as inputs imported from the US that cannot be sourced from within Canada or be reasonably sourced from other countries.

The concept of remission is not a new one, as it has been in place already with respect to other tariffs (e.g. China).1 The remission process requires submitting a comprehensive outline of your company's operations, a detailed description of the goods and their tariff classifications, and evidence that the product cannot be sourced from Canadian or non-U.S. suppliers. Additionally, you must provide information on the cost of manufacturing, the impact of remission on various aspects of operations and detailed reasons for requesting remission, including any supporting documentation. Our teams can help you with the remission submission process.

The federal government and several provinces have also released new tariff relief measures. In some cases, businesses can combine federal and provincial government supports, helping them move faster by making critical investments more financially viable.

The importer of record is the person or entity responsible for paying duties and taxes in the jurisdiction to which the goods are being imported. US tariffs are imposed on the US importer of record and a Canadian surtax applies to the Canadian importer of record.

Identifying the importer of record helps determine whether US tariffs are paid by your US customer or your company itself if you’re using a non-resident importer (NRI). Similarly, it also helps identify who is responsible for paying Canadian surtaxes—namely, the Canadian customer or US seller.

Overview of mitigation measures for companies

Short-term actions

  • Implement cost-saving tactics, explore the duty drawback program and consider government support measures
  • Develop a deeper understanding of upstream and downstream supply chain risks and opportunities
  • Assess your ability to negotiate price reductions from your suppliers and to pass cost increases to your customers
  • Run scenario analyses and model out alternatives
  • Assess and consider adjustments to tax strategies (e.g. transfer pricing) and risk management

 

Medium- and longer-term actions

  • Diversify supply chains and adjust tax strategies

  • Enhance compliance mechanisms to avoid overpayments and penalties

  • Accelerate reinvention efforts, such as expanding into new markets

  • Incorporate new risks and opportunities into acquisition strategies

 

Companies need to deeply understand the specific impacts on their business because they can vary widely. Analyzing the impacts, especially in a short period of time, is a complex exercise. It starts with assessing your company’s risk exposure, assessing different scenarios and negotiating with suppliers and customers where possible.

Key steps in the short term include:

  • Conducting an analysis using technology such as PwC’s proprietary Tariff Impact Assessment tool.

  • Gaining deep insight into your supply chain, including both upstream and downstream operations and who your ultimate consumer is. With these insights, you can assess the impacts of tariffs and countermeasures on Chinese, Mexican, US and Canadian goods produced by major players within your supply chains. This is key to determining the cost of tariffs applied to your inputs and outputs.

  • Assessing where there are weak links in your supply chains that can cause bottlenecks or disruptions.

  • Identifying the ultimate consumer is important because this can provide insight into market dynamics, including whether your customers have alternatives. This is key to determining whether your company can pass on tariff-related costs, as well as the impacts on demand and profitability. 

  • Checking whether alternative suppliers and markets are readily available that can help reduce the impact of the tariffs.

  • Considering any additional constraints your company faces, such as cash-flow challenges that may emerge depending on how long the situation lasts.

From a broader perspective, conducting a business modelling analysis helps stress test your budget as well as plan and forecast models related to the operating impacts of tariffs. This can be a starting point to explore potential restructuring options as well as implications for ongoing debt service obligations.

Companies that use a data-powered approach to understand their tariff exposure across their value chain gain insights that can be used to develop tailored mitigation strategies. 

Our proprietary Tariff Impact Assessment tool can quantify the exact dollar exposure of potential tariffs specific to your organization as part of a comprehensive scenario analysis. This tool can uncover hidden risks and opportunities, providing a clear picture of potential costs and strategies to manage risks.

Quantify how tariffs will affect your business

Learn how PwC’s Tariff Impact Assessment tool can precisely calculate your exact exposure

Transfer pricing is relevant to multinational companies that have cross-border inter-company transactions. It is an important potential tariff mitigation planning tool because Canada and the US have similar corporate income tax rates such that to the extent that a multinational can change intercompany pricing, it may benefit from significant tariff savings with a limited impact on income tax costs to a multinational overall.

There are many other potential transfer pricing planning tools, including but not limited to:

  • Changing the functional/legal profile of the transacting entities, thereby enabling potential changes to transfer prices/value for duty.

  • Unbundling transactions—for example, separately charging for procurement, logistics and other fees that may have traditionally been included as part of cost of goods sold. 

  • Creating new legal entities—for example, e-commerce companies in Canada often sell directly to US end customers, which act as the importer of record. Creating a legal entity in the US to act as the importer of record may result in the ability to engage in transfer pricing planning to reduce the overall value for duty and associated tariffs.

These types of decisions can come with complex considerations, notably when it comes to adhering to existing legal agreements, termination clauses and potential exit charges. Please contact our team for further information.

Companies can explore various opportunities to strengthen their financial positions and enhance cash flow. These include working capital reviews and using tools to uncover financial errors, duplicate transactions and other cash recovery opportunities. Additionally, consider tax strategies that improve cash flow, such as reviewing direct, indirect and property taxes to reduce tax and take advantage of available credits.

Accelerating plans to repatriate cash from foreign subsidiaries is another opportunity for some companies. Furthermore, new government support measures, such as expanded work-sharing provisions under the employment insurance program, can help manage financial pressures.

Companies can incorporate new risks and opportunities into their acquisition strategies. Some companies may have difficulty withstanding the impact of US tariffs, creating opportunities for other, more financially stronger, companies to gain economies of scale and enhance their international competitiveness. Additionally, some companies may seek to acquire companies that produce goods within the US or operate in countries unaffected by US tariffs. Other acquisition opportunities include companies with intellectual property that can enhance competitiveness, reduce costs or increase productivity. Pursuing vertical integration to create a more secure supply chain may also be an attractive strategy.

The overall sense is that uncertainty around trade with the US will continue for some time, not just because of the current situation but also because of other issues on the horizon, such as the coming review of CUSMA. From a public policy perspective, this only increases the imperative to consider measures to increase business investments in Canada, diversify export markets and reduce interprovincial trade barriers. The good news is there likely are possibilities for new export markets for some commodities, while others will face bigger challenges.

Businesses can expect volatility to persist, highlighting the need to make themselves more resilient to shocks and not wait until it’s too late to deal with a crisis. Our viewpoint is that the best response to tariffs is to take the steps needed to increase productivity and competitiveness, which only reinforces the importance of further investing in technology and digitizing operations. This is also a time to think about the opportunities to be captured through business model reinvention. For an industrial manufacturer, this could mean considering adjacent value opportunities where they can shift their operations to address areas of growing demand. Consider, for example, the renewed push to increase Canadian defence spending and the growth this could open for some manufacturers, including steel and aluminum producers, disrupted by US tariffs. Companies may also look at other strategic decisions such as relocating or shifting their operations, which will require significant capital planning and consideration of issues such as interest and exchange rate movements.

On a positive note, Canadian businesses have shown their resilience and adaptability recently, notably in shifting supply chains during the pandemic, demonstrating the potential for them to be able to adjust once again.

US tariffs are only one reflection of the global trends that will continue to affect business for years to come. This crisis is an opportunity for businesses to educate themselves and avoid being caught unprepared by the many other developing global trends that can become future crises. Our teams can combine our in-house database of global geopolitical and socio-economic trends with artificial intelligence and an economic analysis to help you understand the potential impact of these trends on your business. This will help you adapt your strategy to address the specific risks and opportunities these trends present to your business.

How will global trends reshape your business?

Learn how our proprietary tools can help you incorporate new risks and opportunities into your business strategy

Looking ahead

15. What should companies watch for next?

As mentioned, the expectation is trade uncertainty will continue even if tariffs are not imposed. Companies will need to ensure they’re informed of the latest developments so they can continue proactive efforts to plan for different scenarios and develop contingencies. One upcoming date of note is April 1, 2025. That is the date President Trump has set to receive findings stemming from the wide-ranging trade review he ordered on his first day in office. The following day, the US plans to impose new country-specific tariff rates aimed at pressuring other countries to reduce their own tariff and non-tariff barriers.

Also, yet to come is the joint review of CUSMA set for July 2026.

Questions for business leaders and board members

As we navigate these uncertainties together, it’s helpful to consider several fundamental questions. As you review your short-term mitigation measures, ask yourself:

  • What scenario planning have you completed on the tariff impacts?

  • How are you assessing and quantifying the financial impact of tariffs on your costs, margins and overall profitability?

  • Have you assessed financial impacts related to foreign exchange, interest rate and inflation fluctuations?

  • How are you using technology or data analytics to monitor tariff changes and adapt your operations in real time?

  • Who is the importer of record for the tangible goods that are imported into the US from Canada?

  • What strategies are you implementing to communicate and manage potential price changes or disruptions with customers and stakeholders?

  • Do you have visibility into your entire supply chain beyond first-degree suppliers? Are you aware of all your risks and opportunities within your supply chain?

  • Who is the ultimate consumer within your supply chain? What are their alternatives and price elasticity?

As you shift your focus to long-term actions, consider:

  • What other causal issues beyond tariffs could arise that affect your business, such as climate change, decoupling from China, increased defence budgets, higher inflation and a strong US dollar?

  • What steps are you taking to diversify or adjust your supply chain to mitigate the risks associated with tariffs?

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Martha Goncalves

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Michael Dobner

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