Yesterday, on July 27, 2025, President Donald Trump and European Commission President Ursula von der Leyen unveiled a new US–EU trade framework that imposes a 15% tariff on most goods imported from the European Union  .

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This rate is significantly lower than the 30% or even 50% tariffs originally threatened, yet it remains much higher than the pre‑Trump average of around 1%  .

While particular “strategic” products—such as aircraft parts, semiconductor equipment, and certain agricultural goods—are exempt, the 15% applies widely to autos, pharmaceuticals, and electronics  .

So, who actually pays?

The importers in the U.S. are legally responsible for paying the tariffs to the government. But in practice, many companies pass these costs on to U.S. consumers, meaning shoppers pay higher prices. Alternatively, some importers may absorb the cost, leading to lower profit margins for foreign exporters.

In short: it’s not EU businesses paying directly—it’s their U.S. import partners, and possibly the American customers themselves who end up footing the bill.