De Quoi Devenir Chèvre

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Evodince GmbH
May 13, 2025

Last week I noted, somewhat offhandedly, that I see more Fords than Toyotas in Austria. This week, President Trump claimed the EU exports 13 million cars to the U.S. and that we export “none of our cars” to them. So we checked the numbers against trade groups on both side of the Atlantic:

  • EU-made vehicles exported to the U.S. in 2024: 749,170

  • U.S.-made vehicles exported to the EU: 164,857

  • Vehicles built in the U.S. by European brands (BMW, Mercedes, Volkswagen, Volvo) : 830,000

  • Exports of those EU-brand, U.S.-built vehicles: 762,000 (91%)

Trump’s point about the EU imposing a 10% tariff on U.S.-made cars is accurate. I paid that tariff myself—on a German-brand vehicle I own in Austria. Which was built in South Carolina, and then re-imported to Germany. In other words, it’s not just American brands that get hit. Europe taxes itself too.

La Croisette Couvre Tout

Today marks the start of the 78th Cannes Film Festival, and while 22 films are competing for the Palme d’Or, European media are also preoccupied with two other stories. First, Trump’s 100% tariff on non-U.S. films, announced last week in a jab at “stolen storytelling.” Second, Cannes’ new dress code, which bans sheer and overly revealing attire from the red carpet. Cachez ce sein que je ne saurais voir! Apparently, discretion—and trade friction—are both back in fashion.

Until Friday, friends.

Leigh Fatzinger, Editor
Salzburg, Austria / 13 May 2025

EU Sidelined, Trump Doubles Down

Trump’s tariff deals send Europe to the back of the line – Politico EU (Belgium) – May 12, 2025
Trump’s recent trade negotiations with China and the UK have left the EU out of the spotlight. Analysts warn that Brussels risks being left behind unless it can recalibrate its diplomatic and economic leverage quickly.

Trump fight has forced Europe out of its ‘complacent, lethargic’ ways – Fortune (United States) – May 12, 2025
The Trump administration’s hardline trade tactics have rattled European institutions, prompting some EU leaders to admit that the bloc has become overly passive in defending its economic interests. The result may be a more assertive and unified EU trade policy in the months ahead.

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Prisons for Policy

Trump needs prison space - can Europe help him out? – EuroNews (France) – May 13, 2025
The Trump administration has floated the idea of negotiating prison space with foreign allies. The EU, which has surplus capacity in several eastern member states, may offer detention slots as part of a broader trade negotiation package—drawing criticism from human rights advocates but earning quiet interest in Washington.

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Strategy & Insights

🎰 Bargaining Chips Are Changing—Fast
The fact that prison space is even being floated in trade talks should tell you how wide the Overton window has swung. Businesses should prepare for less conventional negotiation variables—where supply chain influence, real estate capacity, or even talent mobility may become bargaining tools.

🇪🇺 For U.S. Firms, Europe Will Respond—Deliberately
Trump’s shifting trade posture may dominate headlines, but the real story is how Europe moves in response. While the EU won’t match volatility with volatility, businesses should expect a steady tightening of standards, increased scrutiny of U.S. firms, and a gradual tilt toward regional resilience. Stability remains Europe’s brand—but that doesn’t mean inaction.

🚩 Cultural Exports Are Now Political Risk
The 100% tariff on foreign films isn’t about cinema—it’s a bellwether. U.S. companies in media, tech, fashion, or consumer brands should assume their global reach is now a soft power target. Protecting market share in Europe may soon require more than great product. It may require local alignment.

Read Friday’s edition of Evodince On: EU Trade – Evodince Media (Austria) – May 9, 2025

Movies, Money, and Cannes

Cannes gears up for mission impossible as Trump tariffs loom – France24 (France) – May 12, 2025
The 78th Cannes Film Festival opens under the shadow of Trump’s 100% tariff on foreign films. Distributors and producers across Europe are bracing for commercial fallout, while festival organizers attempt to preserve the event’s international stature.

Cannes Film Festival makes it official: No n—ity allowed – EuroNews (France) – May 13, 2025
The Cannes Film Festival has issued a new policy banning n—-ity on the red carpet and during official events. Organizers cite a desire to “respect artistic integrity,” though critics see the move as awkwardly timed amid global tensions over cultural censorship and trade disputes.

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