Since Donald Trump returned to the White House in January 2025, his administration has pursued an aggressive trade policy, imposing tariffs on the EU and other partners in an effort to secure more favourable deals.
As part of this approach, Washington has sharply criticised European regulations it views as harmful to U.S. interests and has actively solicited grievances from American businesses to deploy in diplomatic disputes with EU officials.
Yet the administration’s public confrontations with Europe — the United States’ largest trading partner — have divided American companies, many of which fear they could prompt a broader recalibration of EU market-access conditions.
Meanwhile, European businesses are seeking to capitalise on the growing mistrust taking shape during Trump’s second term, hoping it will translate into a commercial opportunity.
Divergent approaches
