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The mastermind behind Europe’s hottest new car brand is leaving Volkswagen in a shock departure

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  • Wayne Griffiths, CEO of Volkswagen’s Spanish subsidiary SEAT and father of the Cupra brand, stepped down at his own request “to pursue new challenges.” Just three weeks earlier, he told reporters his current post was a dream job and hoped to be around to see through the launch of Cupra in the United States. Could a Stellantis post beckon?

Three weeks ago, Wayne Griffiths was greedily looking forward to the June opening of Cupra’s flagship presence in the U.K. 

The father of the Spanish performance-car brand that styles itself as a rebel didn’t choose London but Manchester, the world’s first industrial city, where the CEO of Cupra and the broader SEAT group also grew up.

“You can imagine I’m really looking forward to going home,” Griffiths told journalists at his company’s annual press conference. “Like Cupra, it’s in my DNA.”

That won’t happen anymore—at least not as the head of SEAT (pronounced SAY-aht). Effective Monday, he abruptly stepped down at his own request “to pursue new challenges.” The news came as a shock after reporting record results despite a stagnant European car market in 2024, where it generates 90% of its total revenue.

In fact, Griffiths just said last month he had zero ambition to leave after taking over the CEO role in late 2020. And why should he? On track this year to hit 1 million cumulative vehicles sold since its 2018 founding as a stand-alone brand, Cupra was his baby

Griffiths was preparing the September unveiling of the Raval small EV, based off its Urban Rebel concept, and even exploring a deal to bring Cupra to the U.S. market, with local retailer Penske Automotive, by the end of the decade.

cupra

“I’ve always said this company is my destiny, I’m all in until the end of my career,” Griffiths told reporters at the event, saying he hoped to be around for the U.S. launch of Cupra in some years’ time. “For me personally, this, as I say, is a dream job. I wouldn’t want to be anywhere else. I don’t have any other plans.”

Created Cupra from a blank sheet of paper

Griffiths could only be described as a marketing genius when he created Cupra in 2018. Unlike Europe’s other popular brands that often boast the substance and name recognition only a century of automotive history and motorsport racing can provide, Cupra is a brand effectively cooked up by committee in a corporate boardroom. 

And yet, thanks to Griffiths’ nose for strategy, positioning, and design, he was able to outgrow other upstart premium peers like Hyundai’s Genesis, Polestar of Sweden, France’s DS, and even more established players like BMW’s Mini.

In the process, he delivered consolidated turnover of €14.5 billion ($15.7 billion) and operating profit of €633 million last year. Both are record highs for SEAT, long a problem child for parent Volkswagen Group, puking up red ink year after year amid repeated rumors of a possible shutdown. More than half of its total 2024 revenue came from Cupra alone, according to its finance chief. 

Key to that success was the turnaround a decade ago by Jürgen Stackmann, who pushed an ambitious strategy through Volkswagen to expand into SUVs for the first time in 2016 with the Ateca. But it was Griffiths that has taken a restructured SEAT and turned it into a solid profit contributor led by Cupra.

In a LinkedIn post on Tuesday, Griffiths shed no light on what his next move is after 37 years at the Volkswagen Group—or whether in fact he already had a new assignment lined up. Stellantis chairman and Fiat heir John Elkann is currently on the lookout for a new CEO, for example. 

“As my hero David Bowie said, ‘I don’t know where I’m going from here, but I promise you it won’t be boring,’” wrote the Mancunian at heart.

A spokesman for Stellantis declined to comment to Fortune, reaffirming the company planned to announce a CEO before the end of the current second quarter. 

This story was originally featured on Fortune.com



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What is Trump really trying to achieve with his tariff plan, and will it work?

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  • EXPLAINER: President Trump has revealed one of the most aggressive tariff agendas in recent history following the announcement of significant hikes on the likes of China, India and the EU, as well as a 10% blanket raise on all other nations. While President Trump’s bruising foreign agenda may have shaken markets, his approach isn’t anything new.

President Donald Trump says he wants to level the playing field with the tariff agenda he announced this week. While the economic sanctions may go some way to achieving his aims, experts fear the aggressive foreign policy might also isolate the largest economy on the planet.

This week the White House ripped up decades-long playbooks with some of its closest trading partners. The EU, for example, will be subject to 20% tariffs while China is facing a cumulative hike of 54%.

And when President Trump said “all countries” would be subject to Liberation Day, he meant it. The nations which weren’t given a specified tariff are facing an immediate, blanket duty of 10%.

In the hours following the Rose Garden address foreign leaders began formulating their responses. Some, like Britain’s Prime Minister Sir Keir Starmer, said they would keep a “cool head” as negotiations continue, while President of the European Commission Ursula Von Der Leyen promised swift and ongoing retaliation if agreements can’t be made.

The ultimate question remains: Will President Trump’s protectionist agenda pay off? Will he be able to Make America Wealthy Again at the cost of burned bridges?

Or, will he fall foul of pitfalls discovered by his predecessors?

What’s Trump’s aim?

Treasury Secretary Scott Bessent laid out in his confirmation hearings the aims of President Trump’s tariff plan.

Some related directly to the America’s people and businesses—for example, creating and protecting U.S. jobs, increasing industrial capacity by making domestic products more competitive, and raising revenues to fund investments for families and businesses.

Other targets related to advancing America’s position on the global stage—for example, reducing dependence on rival countries—particularly when it comes to national security needs—as well as leveraging economic sanctions to advance the security interests of the U.S.

Of course, the first raft of tariffs President Trump announced addressed none of these things: The tools were used as negotiating tools in a debate over immigration and fentanyl supply into the U.S.

Columbia professor Brett House argues there’s another motive to Trump’s action, exemplified by the fact that the White House has implemented both individual and blanket tariffs. He told Fortune: “The president loves creating a situation where other countries or individuals have to come and bargain with him. By setting out different tariff rates on a country-by-country basis, it creates a situation where every country then has to supplicate and beg and negotiate with the White House on an individual basis. 

“This is the essence of the kind of power that a bully and an autocrat tries to create by dividing people and ensuring that it is very difficult for them to unite and negotiate with a single voice.”

Cracking the tariff code

Other economists take a different view, prompted in part by the White House sharing its methodology for how it formulated the tariff rates: Essentially, taking the goods trade deficit between the U.S. and a given country, dividing that by the total goods imported from that nation, and divide it by two.

“[The tariffs] are primarily about eliminating dependency on the rest of the world—or what is perceived as [America’s] excessive dependency on the rest of the world and other countries,” explained Joao Gomes, senior vice dean of research at the University of Pennsylvania’s Wharton Business School.

“Eliminating the trade deficit is the most important thing when you look at the numbers and you understand how they’re competed, it’s just obvious they want to literally eliminate trade balances. They view that as an unacceptable vulnerability… It’s not about just politics, it’s not selling nationalism.

“This is truly about fundamental economic principles and I may not agree with them, but at least now I understand better what they want to accomplish and I think that helps with predictability.”

Has anything like this been done before?

For economists to draw comparisons on remotely similar policy out of the White House they’d have to dust off the history books—and turn back the pages by a century.

In 1930, as the world sunk into the Great Depression, President Hoover signed the Smoot-Hawley Tariff Act into law in a bid to protect American businesses and farmers from being undercut by cheaper agriculture products imported from abroad.

Prior to Smoot-Hawley the average import tariff sat at approximately 35.7%, according to calculations by Douglas Irwin, a professor of economics at Dartmouth University, and rose to an average of 41.1% following the bill. Likewise the Fordney McCumber Tariff Act brought into effect in 1922 hiked tariffs from 21% to 38.8%.

By comparison the 10% Trump has placed on the United Kingdom, for example, or the 20% placed on the EU seems relatively more restrained.

Yet the economy has moved on in the 100 years since the last major tariff changes—globalization has continued to ramp up since then, and the U.S. economy is more closely intwined with the health of its partners.

As Dartmouth’s Irwin points out, in 1930 and 1922 imports as a percentage of GDP represented just 1.4% and 1.3% respectively. By 2025, even the tariffs announced prior to April 2 (those on Canada, Mexico, and the initial 20% on China) were on imports worth a little under 5% of America’s GDP.

As such, lower tariffs on a much higher proportion of goods—and potential reciprocal tariffs from rival nations—may prove to be a more painful pill to swallow than the fewer goods at a higher tariff rate experienced in the past.

While President Trump himself has used Smoot-Hawley as a justification for his tariff action, Wharton’s Gomes told Fortune the two instances are so far removed that it’s a “ridiculous comparison.”

On the simplest level, he explained: “I would say A) [The 1930s] was a recession to begin with, B) We had the gold standard and the monetary policy was all about protecting the gold standard, which led to enormous deflation.”

Transatlantic examples

Tariffs can be useful bargaining chips in a negotiation sense and—depending on who you ask—can produce some economic benefits.

The University of Cambridge professor of macroeconomics Michael Kitson admits he is in the minority of his peers when he highlights the general tariff imposed by the U.K. in 1932 may have yielded some boons to the economy—he points to a surge in manufacturing between 1932 and 1937, for example.

However, the 10% duty the U.K. imposed was a far cry from the sweeping changes made by President Trump, and Kitson highlights the conditions which allowed for any benefit to the U.K. economy are not present in 2025 America.

These “peculiar condition” included high unemployment rates (the U.S. unemployment rate is currently a steady 4.1%), tariffs were imposes on competitive imports not complimentary imports like raw materials and food (President Trump has already announced a 25% hike on aluminum and steel) and the exchange rate wasn’t allowed to appreciate to a level where it could wipe out the gains made by tariffs.

And, most notably, there wasn’t a lot of potential for other countries to retaliate (the EU, for example, could now add a levy to American service exports which it was unable to do previously).

“Most of those conditions don’t apply to the U.S. now,” Kitson told Fortune, saying that not only are these conditions not met, there are compounding factors pushing the U.S. economy even further away from tariff success.

“What we have now is much more complex supply chains than we had in the 1930s that makes the likely impact of tariffs more complicated and more likely to be negative,” he added.

Is there any merit in the hard reset theory?

The S&P 500 tanking 5% courtesy of Trump’s tariff announcement is precisely the opposite of what many analysts expected when he first won the Oval Office.

It has led some to speculate whether President Trump’s intention is to engineer a “hard reset” with the economy slowed in order to curb inflation, lower interest rates, and weaken the dollar—all creating a more stable economic landscape for the Republicans to govern over.

Initially many analysts dismissed the theory as conspiracy. Yet Kevin Ford, FX and macro strategist at Convera, is coming around to the notion: “I’m starting to see the reasoning, at least partially, especially when I see Trump and his cabinet shifting their focus to the debt market.

“In three of the last four State of the Union addresses, Trump spotlighted the stock market, often touting its strong performance. But recently, both he and his team have gone quiet on that front, instead turning their attention to the 10-year yield. Many had anticipated the so-called ‘Trump put’ to step in and stabilize the recent market declines, which hasn’t showed up.”

Ford added that the acceptance of “disruption” compared to promises of a Golden Era under Trump are further indicators, saying: “I don’t think the administration is aiming for a bear market or a sharp economic recession. But if deflating financial asset bubbles is the price to pay, it seems like they’re willing to take the heat. Their rhetoric feels unified—Trump, Lutnick, Bessent—they’re all aligned on the message of short-term pain.”

Of course a J-curve economic trajectory (a short dip before a dramatic gain) would serve to cool down activity without sparking a recession, but Ford added: “Their policy balancing act is tricky—some might even call it a gamble—especially when you factor in immigration, DOGE, and retaliatory measures from other countries.

“It’s a big question mark, but as time goes on, the idea of engineering a J-curve economic reshuffling doesn’t seem so far-fetched anymore.”

Forgotten service sector

In much of the back-and-forth over tariffs there’s a glaring omission: The motivation for this action is based on goods deficits, ignoring America’s huge service sector which accounts for two-thirds of the nation’s economic activity.

In fact, the White House’s fact sheet confirming the tariffs doesn’t mention the service sector once—despite the fact it is the largest services exporter in the world.

The impact these tariffs will have on the sector cannot be ignored, said Ebehi Iyoha, a professor of business administration at Harvard Business School.

Iyoha is due to release a working paper on the impact of tariffs on SMEs in partnership with business network Alignable, carried out prior to April 2. Respondents were not aware of the tariffs already placed on the likes of China, Canada and Mexico, Iyoha added, perhaps understandable for founders and entrepreneurs without a large team behind them.

However Iyoha said that the impact of foreign policy on service-sector businesses cannot be overlooked, telling Fortune: “Some of the the firms in our sample are firms who are in the tourism sector. If we think about the downstream effects of these tariffs on people’s willingness, for example, to visit the United States, to spend on these service sectors that these small businesses operate in, then how do we balance that out? 

“There’s been a lot of focus [in] the trade policy rhetoric on goods, but they’re not really thinking: ‘How has the U.S. benefited in global traded services, and how have [small businesses] benefited from this global trade integration. It’s something that I think is constantly missing in the conversation.”

This story was originally featured on Fortune.com



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Trump tariffs are weakening the dollar instead of boosting it—further adding to the price Americans will pay for costlier imports

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  • The US dollar has been falling as President Donald Trump rolls out his tariffs, and it plunged after he unveiled much steeper-than-expected duties on “Liberation Day.” That goes against what markets had anticipated before he launched his trade war. The weaker greenback makes imports more expensive, adding to the costs from Trump’s aggressive import taxes.

President Donald Trump’s tariffs have slammed the dollar, defying expectations for a stronger greenback and adding to the price Americans will pay after import taxes are passed on.

So far this year, the US dollar index, which tracks the greenback against a basket of other global currencies, has tumbled 4.7% as investors increasingly price in the economic impact of the widening array of duties.

After imposing tariffs on China, Canada, Mexico, steel, aluminum and autos earlier this year, Trump shocked global markets on Wednesday with fresh tariffs on nearly every trading partner that were much steeper than expected.

Fitch Ratings estimated that the overall effective tariff rate will be about 25%—the highest since 1909—up from its prior estimate of an 18% rate and more than 10 times last year’s rate of 2.3%. As a result, JPMorgan economists raised their recession odds to 60% from 40%.

The “Liberation Day” announcement sent the dollar index crashing more than 2%, marking its worst single-day loss in nearly 10 years, punctuating an earlier decline as the steady drip of prior tariffs eroded views on the US economy and American assets.

But it wasn’t supposed to be this way. During the presidential campaign and afterward, Wall Street’s “Trump trade” included a bet that tariffs would tilt the balance of exports and imports in favor of the US and lift the dollar. Instead, the actual tariffs that Trump has unveiled have been so draconian that they are ending the “American exceptionalism” that the US economy and financial markets once boasted.

Companies are expected to absorb some of the tariff costs and pass on the rest to consumers. By some estimates, the added cost of the auto tariffs alone could mean a price increase of $5,000-$10,000 per vehicle.

Meanwhile, former Treasury Secretary Larry Summers said the overall net impact of the tariffs will cost a family of four about $300,000.

On top of that, a weaker dollar will result in even higher prices for imports from certain countries. For example, a car from Germany priced at 50,000 euros would translate to about $55,000 at Friday’s exchange rate of $1.095 per euro—before factoring in tariffs.

That premium is about $4,000 more than in early January, when the Trump trade was at its peak and the exchange rate was $1.02 per euro, with investors speculating that parity might even be possible again.

On the flip side, a stronger dollar would make imports cheaper. During his January confirmation hearing for Treasury secretary, Scott Bessent said the dollar could appreciate by 4% in response to a 10% tariff, “so the 10% is not passed through” to consumers.

For his part, Trump said last weekend that if prices on foreign cars go up, then consumers will buy American cars, as he shrugged off concerns that auto tariffs will cause carmakers to hike prices.

“I couldn’t care less if they raise prices, because people are going to start buying American-made cars,” he said in an interview with NBC News on Saturday.

“I couldn’t care less. I hope they raise their prices, because if they do, people are gonna buy American-made cars. We have plenty.”

This story was originally featured on Fortune.com



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‘Oh really? Oh s—.’ CEO reacts live to tariff-based stock plunge on earnings call

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  • The CEO of RH was caught off guard by the impact of tariffs on his company’s stock. On an earnings call, Gary Friedman expressed shock at the amount shares fell. RH is particularly exposed to tariffs, as it sources much of its product from Asia.

RH CEO Gary Friedman was already having a bad day Wednesday before details of Donald Trump’s Liberation Day were announced.

Earnings for the luxury-furniture retailer (which changed its name from Restoration Hardware in 2017) were disappointing, coming in well below analyst expectations. That hurt the company’s share price, but then, in the middle of the earnings call, Trump’s tariffs were announced—and shares really began to crater. Friedman’s reaction was not that of a typical CEO.

“Oh really? “Oh, s—. OK,” he said. “I just looked at the screen. I hadn’t looked at it. It got hit when I think the tariffs came out. And everybody can see in our 10-K where we’re sourcing from, so it’s not a secret, and we’re not trying to disguise it by putting everything in an Asia bucket.”

RH CEO Gary Friedman, on the earnings call last night, being told the stock was down 25%. “Really? Oh, sh*t. Okay.” $RH (via @quartr.com)

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— Carl Quintanilla (@carlquintanilla.bsky.social) April 3, 2025 at 6:27 AM

RH is reliant on Asian manufacturing partners, which means it could be impacted more than some other firms by tariffs. Given that the retailer’s prices are already at a premium level, that could scare away customers, further impacting revenues.

In the fourth quarter of 2024, RH reported earnings per share of $1.58, far short of the $1.92 analysts were predicting. Revenue also fell short of expectations.

While his company is at risk of significant impact of the tariffs, Friedman expressed support for Trump and his plan, noting he didn’t think the tariffs would be at this level for an extended period.

“Leverage is how you win negotiations, not bluffing,” Friedman said. “My view is, I don’t think these tariffs are going to completely stick. I think if you’re these other countries, you’re going to start playing the few cards you have.” He argued that tariffs would be “a really good thing long term.”

This story was originally featured on Fortune.com



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