General Motors Navigates Tariff Turbulence While Reviving Iconic Brands
Apr/30/2025
General Motors, amid escalating trade pressures, recently revived legacy trademarks 'OLDSMOBILE' and 'PONTIAC', filing applications in late April for vehicle accessories including hub caps, license plate frames, horns, and automobile grilles. These filings come as GM contends with uncertainty caused by President Trump’s automotive tariffs, which imposed a 25% duty on foreign-made vehicles and parts—prompting GM to withdraw its previously issued profit guidance for 2025. Although Trump recently softened some levies to mitigate their cumulative impact on automakers, GM executives stress that tariff unpredictability still clouds the company’s financial outlook, causing delays in stock buybacks and creating cautious sentiment among investors. GM’s first-quarter net income fell by 6.6% to $2.8 billion, partly due to higher warranty expenses, labor costs, and disrupted truck production. Yet, sales increased amid a surge in consumer purchasing ahead of new tariffs. Despite these hurdles, GM CEO Mary Barra remains committed to engaging constructively with the administration, while the company carefully balances rising production costs, tariff-induced price pressures, and strategic efforts to bolster its profitable truck and SUV segments. The following visualization shows detailed information on the new General Motors trademark.
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