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Dissent on the trade war

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  • In today’s CEO Daily: Diane Brady on the dissenters to Trump’s trade war
  • The big story: Recession?
  • The markets: A brief moment of calm.
  • Analyst notes from Goldman Sachs, Convera, and EY on the Fed; and Wedbush on Apple.
  • Plus: All the news and watercooler chat from Fortune.

Good morning. As I detailed last week, President Trump’s ongoing trade wars have dented the confidence of at least one block of constituents: CEOs, who are increasingly worried about the economy.

While some industries may ultimately gain from tariffs, the short-term disruption is difficult to navigate. My colleague Shawn Tully has taken a closer look at the impact that trade wars could have on the U.S. economy. First, he examined President Trump’s focus on the trade deficit and spoke with several noted economists, such as Stanford’s John Cochrane, who argues that “it’s not clear why a trade deficit’s a problem in the first place, because nations are reinvesting the dollars we send them right back in the U.S.”

Second, Tully points to some fundamental truths about tariffs. They are a tax borne mainly by U.S. consumers, they are likely to hurt growth and increase unemployment, they will not reduce the trade deficit or the federal budget deficit, and most important, in my view—he debunks the narrative that we’re getting fleeced by conniving, protectionist trading partners.

I’m excited to speak tomorrow with Canada’s Minister of Transport and Internal Trade Chrystia Freeland, who also recently served as deputy prime minister and finance minister. She will be joining us at Fortune’s CEO dinner in New York, where we will also chat with former Transportation Secretary Elaine Chao and former Commerce Secretary Wilbur Ross. It’s sure to be a lively discussion, with tariffs and trade certain to be on the menu.

More news below.

Contact CEO Daily via Diane Brady at diane.brady@fortune.com

This story was originally featured on Fortune.com



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Gwyneth Paltrow is ready to take 17-year-old Goop into its next era

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Good morning! Poppi could get acquired, surveillance tech monitors women in Iran, and Gwyneth Paltrow takes Goop into its next era. Have a mindful Monday.

– Next chapter. Gwyneth Paltrow founded Goop nearly 20 years ago—which means Goop is almost a “heritage brand” in an increasingly crowded marketplace of lifestyle competitors, Paltrow tells me in a new interview.

The actor-turned-founder called me last week for a wide-ranging conversation about the future of Goop, leading through layoffs, and how she’s grown as a founder over the past decade-plus. Talking to Paltrow, it’s immediately clear that she’s a real-deal founder. She speaks the language fluently, from how she decided which categories to exit and which to focus on (some Goop had experimented with, like sexual wellness, saw low lifetime value); to deciding to do layoffs (a “difficult” but “necessary” choice to put payroll costs back into growth); to her advice to new founders (it’s about ESPs and QuickBooks).

NEW YORK, NEW YORK – SEPTEMBER 11: Gwyneth Paltrow speaks at Forbes Power Women’s Summit 2024 on September 11, 2024 in New York City. (Photo by Steven Ferdman/Getty Images)

Paltrow credits a close-knit group chat of female founders and CEOs with helping her grow as a leader. “It’s sort of like Fight Club,” she jokes. “We’re not really supposed to talk about it.”

And Goop is also growing. Despite the headlines around its 2024 restructuring, I report that revenue grew 10% between 2023 and 2024, with growth across the three categories Goop is now focused on: beauty, its G. Label fashion line, and its Los Angeles-based takeout chain Goop Kitchen.

As Goop enters this next chapter, Paltrow says profitability is coming and that she’s not interested in selling for at least three more years.

“It’s amazing to me we’ve been around this long,” she says. “We want to energetically own who we are and what we’ve accomplished—continue to innovate and accept our place in the landscape and lean into it.”

Read the full interview here.

Emma Hinchliffe
emma.hinchliffe@fortune.com

The Most Powerful Women Daily newsletter is Fortune’s daily briefing for and about the women leading the business world. Today’s edition was curated by Nina Ajemian. Subscribe here.

This story was originally featured on Fortune.com



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Teslas are getting torched in Berlin as surveys show Germans are deserting Elon Musk’s carmaker in droves

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  • Surveys conducted by Caliber and T-Online both show a sharp drop in favorability for Tesla among Germans. Sales in the first two months of this year plunged a combined 71% amid controversy over Musk’s embrace of the AfD as well as a scheduled production shutdown.

In an affluent residential neighborhood of Berlin, four Tesla vehicles burnt to a crisp in the early morning hours of Friday after unknown vandals set them ablaze. 

This latest act of arson to engulf CEO Elon Musk’s cars is now being investigated by a special commission for its likely political motive, according to the city’s police department.

Symbolically it’s another blow to the complicated love affair between Musk and a country that is home to his only manufacturing plant in Europe, located less than an hour away from the crime scenes.

While the four burnt cars are perhaps the most vivid manifestation of Germans turning their back, surveys suggest consumers in Europe’s largest economy are deserting the brand over Musk’s embrace of President Donald Trump and the populist far right. 

“The correlation with Musk’s behavior cannot be overlooked,” Shahar Silbershatz, head of the Danish market research firm Caliber, told the country’s leading business daily Handelsblatt

His team has been polling Germans on their opinion of Tesla for months. In August, shortly after Musk endorsed Trump, 31% considered purchasing a Tesla as their next car. 

That dropped to just 16% in January amid Trump’s inauguration and the scandal around Musk’s stiff-armed gesture that prompted comparisons to a Nazi salute. February does however showed a slight rebound to 20%, according to the paper on Monday.

After a catastrophic January and February, March should see an improvement

That is still far more positive than an informal survey by T-Online last week that asked Germans whether they would buy a Tesla. More than 94% responded ‘no’ while just 3% claimed they still would.

Although it was not conducted with the usual rigor a professional polling firm like Caliber and therefore not statistically representative, it was notable for the fact that a record number participated, with roughly 100,000 voting through the website.

Directionally that suggests the brand is losing ground in Germany, which is tied with the U.K. as Europe’s largest EV market with roughly 380,000 vehicles sold last year.

The latest sales data supports this. In January registrations of new Teslas plunged 60%, a descent that accelerated to 76% in February. 

Part of this is due to the changeover from the original Model Y, far and away the brand’s best-seller, to a slightly newer version that debuted this month. In the process, Tesla’s factory outside Berlin shut down for a period to prepare the assembly line. 

Some customers will have also postponed a purchase in order to wait for the refresh, so March results will most likely see a sharp improvement over the steep plunge witnessed in the first two months.

Images of Musk’s controversial salute may fall foul of German laws

The direction of recent polls suggests Tesla will struggle to claw back lost market share given the growing number of competitor models. A swathe of Germans are infuriated by his failed attempt to install the far-right in power in last month’s election.

It’s a remarkable fall from grace for entrepreneur Musk, who took a big gamble in choosing high wage Germany for the site of his third vehicle factory.

When the country’s domestic carmakers preferred setting up new manufacturing plants in countries like Hungary to capitalize on Eastern Europe’s lower labor costs, Musk invested billions to build his site on a patch of land on the outskirts of Berlin. 

Germany’s often high level of bureaucracy—including the full print out of tens of thousands of pages of permitting applications for record keeping—didn’t deter him. Neither did the opposition from some groups protesting the plant’s impact on the local water supply. 

Yet the Tesla factory, which has contributed significantly to the region’s otherwise weak economy, has become a symbol of Musk, and not just the company. Last month it served as the backdrop to a protest with an image of the CEO’s stiff-armed salute projected onto the building alongside the words, “Heil, Tesla”.

The salute is strictly forbidden in Germany. Even the image itself as a political statement against Musk could potentially fall foul of local laws.

This story was originally featured on Fortune.com



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Builders say Trump tariffs will add $7,500 to $10,000 to the cost of building a home. The outcome? More expensive or smaller houses

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Shopping for a new home? Ready to renovate your kitchen or install a new deck? You’ll be paying more to do so.

The Trump administration’s tariffs on imported goods from Canada, Mexico and China — some already in place, others set to take effect in a few weeks — are already driving up the cost of building materials used in new residential construction and home remodeling projects.

The tariffs are projected to raise the costs that go into building a single-family home in the U.S. by $7,500 to $10,000, according to the National Association of Home Builders. Such costs are typically passed along to the homebuyer in the form of higher prices, which could hurt demand at a time when the U.S. housing market remains in a slump and many builders are having to offer buyers costly incentives to drum up sales.

We Buy Houses in San Francisco, which purchases foreclosed homes and then typically renovates and sells them, is increasing prices on its refurbished properties between 7% and 12%. That’s even after saving $52,000 in costs by stockpiling 62% more Canadian lumber than usual.

“The uncertainty of how long these tariffs will continue has been the most challenging aspect of our planning,” said CEO Mamta Saini.

Bad timing for builders

The timing of the tariffs couldn’t be worse for homebuilders and the home remodeling industry, as this is typically the busiest time of year for home sales. The prospect of a trade war has roiled the stock market and stoked worries about the economy, which could lead many would-be homebuyers to remain on the sidelines.

“Rising costs due to tariffs on imports will leave builders with few options,” said Danielle Hale, chief economist at Realtor.com. “They can choose to pass higher costs along to consumers, which will mean higher home prices, or try to use less of these materials, which will mean smaller homes.”

Prices for building materials, including lumber, have been rising, even though the White House has delayed its tariffs rollout on some products. Lumber futures jumped to $658.71 per thousand board feet on March 4, reaching their highest level in more than two years.

The increase is already inflating costs for construction projects.

Dana Schnipper, a partner at building materials supplier JC Ryan in Farmingdale, New York, sourced wooden doors and frames for an apartment complex in Nassau County from a company in Canada that cost less than the American equivalent.

Half the job has already been supplied. But once the tariff goes into effect it will be applied to the remaining $75,000, adding $19,000 to the at-cost total. Once JC Ryan applies its mark up, that means the customer will owe $30,000 more than originally planned, Schnipper said.

He also expects the tariffs will give American manufacturers cover to raise prices on steel components.

“These prices will never come down,” Schnipper said. “Whatever is going to happen, these things will be sticky and hopefully we’re good enough as a small business, that we can absorb some of that. We can’t certainly absorb all of it, so I don’t know. It’s going to be an interesting couple of months.”

Sidestepping the tariffs by using an alternative to imported building materials isn’t always an option.

Bar Zakheim, owner of Better Place Design & Build, a contracting business in San Diego that specializes in building accessible dwelling units, or ADUs, said Canada remains the best source for lumber.

By sticking with imported lumber, Zakheim had to raise his prices about 15% compared with a year ago. He also has 8% fewer jobs lined up compared with last year.

“I’m not about to go out of business, but it’s looking to be a slow, expensive year for us,” he said.

Tariffs rollercoaster

On March 6, the Trump administration announced a one-month delay on its 25% tariffs on certain imports from Mexico and Canada, including softwood lumber. Tariffs of 20% on imports from China are already in effect. A 25% tariff on steel and aluminum imports — 50% on those from Canada — kicked in on March 12.

Tariffs on Mexican and Canadian goods slated to go into effect next month will raise the cost of imported construction materials by more than $3 billion, according to the NAHB. Those price hikes would be in addition to a 14.5% tariff on Canadian lumber previously imposed by the U.S., ratcheting up tariffs on Canadian lumber to 39.5%.

On Air Force One, President Donald Trump said he was pushing forward with his plans for tariffs on April 2 despite recent disruption in the stock market and nervousness about the economic impact.

“April 2 is a liberating day for our country,” he said. “We’re getting back some of the wealth that very, very foolish presidents gave away because they had no clue what they were doing.”

Building materials costs overall are already up 34% since December 2020, according to the NAHB.

Builders depend on raw materials, appliances and many other components produced abroad. About 7.3% of all products used in single-family home and apartment building construction are imported. Of those, nearly a quarter come from Canada and Mexico, according to the NAHB.

Both nations also account for 70% of the imports of two key home construction materials: lumber and gypsum. Canadian lumber is used in everything from framing to cabinetry and furniture. Mexican gypsum is used to make drywall.

Beyond raw materials, refrigerators, washing machines, air conditioners and an array of other home components are manufactured in Mexico and China, which is also a key source of steel and aluminum.

The tariffs will mean higher prices for home improvement shoppers, said Dent Johnson, president of True Value Hardware, which operates more than 4,000 independently owned hardware stores.

“The reality is that many products on the shelves of your local hardware store will eventually be affected,” he said in a statement emailed to The Associated Press.

Chilling effect

Confusion over the timing and scope of the tariffs, and their impact on the economy, could have a bigger chilling effect on the new-home market than higher prices.

“If consumers can’t plan, if builders can’t plan, it gets very difficult to know how to price product because you don’t know what price you need to move it,” said Carl Reichardt, a homebuilding analyst at BTIG. “If people are worried about their jobs, worried about the future, it’s very difficult to make the decision to buy a new home, whatever the price.”

The uncertainty created by the Trump administration’s tariffs policy will probably result in increased volatility for home sales and new home construction this year, said Robert Dietz, the NAHB’s chief economist.

Still, because it can take several months for a home to be built, the larger impact of from building materials costs are going to happen “down the road,” Dietz said.

The impact tariffs are having on consumers is already evident at Slutsky Lumber in Ellenville, N.Y.

“There are not as many people getting ready for spring like they usually are,” said co-owner Jonathan Falcon. “It seems like people are just cutting back on spending.”

Falcon also worries that smaller businesses like his will have a tough time absorbing the impact of the tariffs.

“This is just like another thing that’s going to be harder for small lumber yards to handle than the big guys and just sort of keep driving businesses like us to not make it,” he said.

This story was originally featured on Fortune.com



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