From the Netherlands, the current conversation about doing business in the U.S. can easily be dominated by tariffs, uncertainty and changing trade policy.
Yesterday in San Diego, I heard a more nuanced perspective from Daniel Watson, former Assistant U.S. Trade Representative and one of the negotiators behind the USMCA trade agreement between the U.S., Mexico and Canada. His message was particularly relevant for European companies looking at North America: don’t look at the U.S. in isolation.
The future increasingly revolves around integrated North American supply chains. Mexico has developed into a sophisticated manufacturing partner for the U.S., while Washington is looking to reduce dependence on Asia and strengthen production closer to home.
For European companies considering the U.S., that creates an interesting question: the right North American strategy may not simply be “Where do we establish in the U.S.?” but “How should we position ourselves within the U.S.–Mexico–Canada production and commercial ecosystem?”
There is undoubtedly more uncertainty today. But changing trade patterns also create new opportunities for companies willing to understand the market beyond the headlines.
Thank you Heidi Knuff Yanase, Martina Musteen and Marlene A. Lopez for the invitation and for organizing such a timely discussion at San Diego State University.
