What the U.S.-U.K. Trade Agreement Says
Although the U.S. and U.K. signed a new trade agreement in May 2025, which reduces the vehicle import tariff to 10% on the first 100,000 U.K.-built vehicles imported annually into the U.S., the details remain murky. Once that cap is exceeded, the 25% tariff will reportedly be reinstated.
Before these recent changes, British vehicles entering the U.S. faced a relatively low 2.5% import duty. The dramatic increase has not only raised concerns about vehicle pricing but also left British automakers like Bentley, Rolls-Royce, and Land Rover scrambling to adapt to a volatile policy environment.
Bentley’s CEO Speaks on the Situation
In an interview with Automotive News, Mike Rocco, CEO of Bentley Americas, stated that the company is managing the tariff situation on a “day-to-day basis.” He added, “Every U.K. manufacturer is trying to understand the matter,” highlighting the level of confusion and caution across the industry.
To minimize potential financial disruption to American customers and dealers, Bentley has chosen to freeze prices for all vehicles ordered before June 30, 2025, regardless of future tariff developments. This decision reflects Bentley’s commitment to customer satisfaction, even amidst uncertainty.
Current Dealership Inventory and What It Means
At the beginning of June 2025, Bentley reported having around 378 vehicles remaining in dealership inventory across the U.S. With the halt on stock imports, these cars may soon become rare finds on showroom floors, adding a sense of exclusivity to what is already considered one of the most luxurious vehicle brands in the world.
Rather than shipping additional inventory to the U.S. and risking higher import taxes or fluctuating prices, Bentley has chosen to hold new dealer stock in the U.K. This conservative approach allows the company to reassess the evolving trade policies and prepare for more strategic distribution as more clarity emerges.
Broader Impact on British Auto Imports
According to the Society of Motor Manufacturers and Traders (SMMT), U.K.-based manufacturers exported approximately 102,000 vehicles to the U.S. in 2024. In addition to Bentley, other key automakers affected include Aston Martin, McLaren, Mini, and Rolls-Royce — all of whom are now closely watching how the 100,000-vehicle annual cap will be allocated among them.
While the trade agreement theoretically provides some cushion against the steep 25% tariff, the allocation mechanism remains unclear, making it difficult for companies to predict their financial exposure. Bentley’s “wait-and-watch” approach seems prudent, especially in an industry where profit margins and brand reputation are tightly interwoven.
Final Thoughts
Bentley’s decision to pause dealership stock shipments to the U.S. underscores the precarious situation many luxury automakers face amid shifting geopolitical and economic dynamics. While customer-ordered vehicles remain unaffected, this move signals a broader trend of caution among European automakers operating in the American market. As the industry awaits further clarity on tariff allocations and trade agreements, brands like Bentley are doing what they can to stay flexible, protect their customers, and maintain price stability.
