- Companies took swift action in response to Trump's barrage of reciprocal tariffs.
- Some companies, like Nintendo, paused some US pre-orders, and others said they would raise prices.
- But after Trump announced a pause of many of the reciprocal tariffs on Wednesday, some have begun to change course.
While plenty of companies have already signaled that they'll be taking action in response to Trump's flurry of "Liberation Day" tariffs, some acted swiftly to implement changes.
Some have gone so far as to enact price hikes and others are pausing some sales in the US while they figure out a path forward. Some companies have slowed factory production.
But the situation continues to be highly dynamic, with Trump announcing a 90-day pause on many of his retaliatory tariffs on Wednesday amid volatile markets while leaving in place 10% baseline tariffs. (He also announced he's increasing China's tariffs to 125%.)
While it's not clear if the companies will now change course in light of Wednesday's move — BI reached out to every company listed below to ask — some have already said they are.
Here's a rundown on what major businesses have done in response to the tariffs — and which are reversing course already.
Nintendo delayed Switch 2 pre-orders in the US
Nintendo fans in the US have been left in limbo as the company delayed a previously announced pre-order date for its highly anticipated Switch 2 game console.
American customers will no longer be able to place preorders on April 9, the company told Business Insider, though Nintendo says it plans to "update timing" in the future.
"Pre-orders for Nintendo Switch 2 in the U.S. will not start April 9, 2025 in order to assess the potential impact of tariffs and evolving market conditions," the statement read. "Nintendo will update timing at a later date. The launch date of June 5, 2025 is unchanged."
Canadians are also in the same boat and will have to wait to hear when they can pre-order the device.
Micron is reportedly imposing a surcharge
Micron, a chipmaker based out of Boise, Idaho, is reportedly reacting to tariffs by imposing a surcharge on its products, which include SSDs and memory cards.
The article quotes an anonymous executive at an "Asian NAND module manufacturer."
"If they don't want to bear the taxes, we cannot ship the products," the executive said. "We cannot be held accountable for the decisions made by your government."
Jaguar Land Rover paused US shipments
Contending with a 25% tariff on imported automobiles, Jaguar Land Rover has paused shipments of its cars to the US.
A spokesperson for the company told BI that the US is an "important market for JLR's luxury brands."
"As we work to address the new trading terms with our business partners, we are enacting our short-term actions including a shipment pause in April, as we develop our mid- to longer-term plans," the statement read.
Audi made a similar move
Audi, Volkswagen's luxury arm, is also putting a pause on sending its cars from Europe to the US.
A spokesperson told Reuters that the company had about 37,000 cars in local inventory, and that it was holding cars that arrived in US ports after April 2.
Stellantis paused production at its plants in Canada and Mexico.
Stellantis has paused production at assembly plants in Windsor, Canada and Toluca, Mexico — after both countries were hit with a 25% tariff on all goods that "aren't compliant with the United States-Mexico-Canada Agreement" thanks to a previous executive order.
As a result, 900 workers have been temporarily laid off from US plants, a spokesperson for the company told BI.
"As a result of pausing production at several of Stellantis' Canadian and Mexican plants, there will be temporary layoffs at the Warren Stamping and Sterling Stamping plants (Michigan) as well as the Indiana Transmission Plant, Kokomo Transmission Plant and Kokomo Casting Plant (Indiana)," the spokesperson said.
Operations at the Windsor plant are set to resume the week of April 21, the spokesperson said. No date was given for when the plant in Toluca would begin production again.
Laptop maker Framework halted some US sales and delayed pre-orders for others
Framework, a San Francisco-based PC maker, initially halted sales of some of its laptops in the United States, citing the 32% reciprocal tariff levied against Taiwan.
"We priced our laptops when tariffs on imports from Taiwan were 0%," the company posted to X earlier this week. "At a 10% tariff, we would have to sell the lowest-end SKUs at a loss. Other consumer goods makers have performed the same calculations and taken the same actions, though most have not been open about it."
The pause, it added, would be temporary.
Framework also announced on Bluesky that it would be delaying preorders for its Laptop 12 in the US from the original planned date of April 9, but that customers from other countries would be able to preorder as usual.
"We're incrementally making adjustments for US customers as tariff impact comes into effect, starting from changes that are most reversible," the post read. "That is, temporarily delisting SKUs or delaying listing new SKUs is easy to undo if we see tariff reduction or mitigation."
In light of the new 90-day pause on tariffs, the company said on Wednesday afternoon that pricing would return to normal.
"With the latest update on tariffs as of a few minutes ago, we're returning our system pricing to where it was before this change," its post on X said. "We're working on this now and will have more updates soon."
Gaming giant Razer removed some laptop listings in the US
Razer has removed its Blade 16 laptop from its US site. The Internet Archive shows the laptop was still available for purchase as recently as April 1.
The product page for the "Razer Blade 16" now only allows the user to click "notify me."
The option to preorder a laptop was removed just one day before Trump announced his sweeping tariff plan.
Is your company making a change due to tariffs? Contact the reporter via email at [email protected]
