The unstable economic situation is multiplying the challenges facing the household appliance industry and the manufacturing sector in general. The US market continues to be a source of concerns, despite the agreements reached. Just think of the tariffs imposed on steel and aluminum, which also affect appliances made from these materials (refrigerators, washing machines, dryers, ovens, etc.). More recently, the machine tool industry has also been impacted, as pointed out by Cecimo, the European Association of Manufacturing Technologies.
Tariffs on steel and aluminium hit manufacturing technology
The US administration has expanded the scope of existing Section 232 tariffs on steel and aluminium to cover, for the first time, a machine tool: machining centres for working metal. «These machines account for almost 15% of Cecimo members’ exports of machine tools to the US, one of the sector’s most important markets outside Europe – Cecimo explains –. According to customs data, the measure could affect around €500 million worth of European exports. Under the new rules, machining centres will be subject to a 50% tariff on the value of their steel and aluminium content, in addition to a 15% baseline tariff applied to the rest of the machine. Depending on the steel content, this creates a tariff burden that could approach 50% in effective terms. Furthermore, the new regulations affect not only new machines, but spare parts as well».
Protecting the European industry and boosting “Made in Europe”
To tackle uncertainty, Europe must strengthen itself. However, APPLiA-Home Appliance Europe has highlighted that Europe cannot afford an industrial strategy that is only for the few.
«In the State of the Union speech – the Association said – President von der Leyen spoke of protecting industry and boosting Made in Europe. But once again, the EU’s industrial strategy overlooks large parts of its ecosystem, including sectors like home appliances that are essential to resilience, sustainability, and competitiveness. This gap is clear in the newly announced roadmap to complete the Single Market by 2028 outlining plans for progress in capital, services, energy, and telecoms, while leaving out consumer goods, including home appliances. Meanwhile, our industry continues to face significant national barriers that restrict cross-border trade and limit consumer access.
But the disconnect extends further. The President rightly positioned the circular economy as “the only answer” to securing material independence, calling it central to reducing dependencies and fostering global frontrunner sectors. She urged fast progress on the Circular Economy Act and support for industries ready to deliver. The home appliance industry is already a leader in circular design, repairability, recyclability, and resource efficiency, yet it was nowhere mentioned».
From problem to opportunity
President Trump’s announcement about new tariffs on the furniture sector raised further concerns. This prompted some Made in Italy brands to reflect on the future and their medium- and long-term strategies. Among these is Unox Casa. «Tariffs are accelerating our agenda: we are turning them into opportunities – explains Matteo De Lise, General Manager of Unox Casa –. In 2025, we started our direct presence in the US (California, Florida, Texas, Chicago, and New York), working with dealers to strike the right balance between price, value, and service. We operate in the very high end of the market: our customers reward performance, design, and experience, so they are less sensitive to price; the final impact remains evolving». In the professional sector, Unox has announced the opening of a production plant in North Carolina.
«In the domestic sector, on the other hand, we want to preserve the Made in Italy – De Lise adds – focusing on design and performance at the highest level, enhanced by our AI specialized in the culinary world (Artificial Culinary Intelligence). This is an absolute novelty even in the homeland of AI and shows how Italian innovation can make Europe competitive even in a field where the United States has dominated so far». In Italy, Unox recently inaugurated Unox City. It is its new 130,000 m² hub located in the industrial area between Cadoneghe and Campodarsego (Padua).
