Multinationals suffer from a “difficult economic environment” created by customs surcharge which stands between 10% and 50%.
Bad news for the American consumer. Sony announced on Wednesday to increase the prices of its $ 50 PlayStation consoles in the United States due to “The difficult economic environment”a reference to American customs duties which also affect many sectors, from video games to drinks. “Like many international companies, we continue to evolve in a difficult economic environment”said the Japanese entertainment giant in a blog post. “Consequently, we have made the difficult decision to increase the advised sale price of PlayStation 5 consoles in the United States from August 21”continues Isabelle Tomatis, a vice-president of the group.
The recommended sale price for PlayStation 5 in the United States increases to 550 dollars, and that of the PlayStation 5 Pro at $ 750 dollars. Sony announced in mid-April an increase in the price of several models of his PS5 on certain markets. In May, the group warned that it envisaged adjustments to the United States too, and that US customs duties were likely to cost it around 100 billion yen ($ 680 million) over a year.
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Aluminum cost
The American giant of Pepsico snacks could increase the price of its carbonated drinks by around 10% for him for “Athoring the effects of customs duties” Particularly on aluminum, an essential material for the manufacture of cans, according to the specialized journal Beverage Digest. Evoking a “Complex and dynamic customs landscape”Monster Beverages – Manufacturer of energy drinks – could also increase the price of its drinks in both the United States and internationally, said its boss, Hilton Schlosberg said in early August.
President Donald Trump signed a decree at the beginning of the month, since August 7, the additional customs duties imposed on the countries of the United States of the United States. Customs duties are now between the minimum threshold of 10%, on the majority of products entering the United States, and go up to 50%. Japanese products are assigned to the tune of 15% minimum, in addition to the rates applied before Donald Trump returns to the White House. The American cosmetics group Estée Lauder recently estimated about $ 100 million over the year 2026 the impact of new customs duties and plans to adapt its prices to compensate for this additional cost.
