As the U.S. continues to navigate a turbulent international trade landscape, recent tariffs on imported goods have left industries scrambling to assess risk, adjust pricing, and re-evaluate supply chains. But in the window film industry, reactions have been mixed — from calm optimism to cautious preemptive moves.

While some companies have so far escaped the ripple effects of tariffs, others are preparing for what could come next. Here’s how key players across the industry are responding to the uncertain trade climate.

Holding Steady — For Now

Some major manufacturers and suppliers say the tariffs have yet to make an impact.

“As of now, the tariffs have not affected the pricing or availability of our XPEL products,” said XPEL in a recent statement. “We don’t anticipate this changing in the foreseeable future.”

American Window Film CEO Matthew Darienzo echoed a similar sentiment. “Most of what we buy is made in the US so our costs have not been affected,” he says. His customers haven’t voiced concerns either. “Nothing yet from any of our customers,” he adds.

But even with no immediate impact, there are eyes on the horizon. Darienzo pointed out that if tariffs eventually slow the construction industry — a key market for his company — a trickle-down effect could follow. “We might see a slow down that trickles down to us, but we have not seen that yet,” he notes.

Strategic Planning and Preemptive Buys

Some businesses are already acting out of caution. Bill Valway, CEO of AP Corp, said while his direct business hasn’t been affected yet, his company didn’t wait to see how things might evolve.

“We did make a move to pre-purchase some materials that we thought may be affected,” he says, anticipating potential changes before they could disrupt operations.

Similarly, Brad Campbell, of Riot Glass, acknowledged that while their raw materials — aluminum and glass — are sourced domestically, there are still upstream uncertainties. “Local supply could be affected by overseas mining imports. This remains to be seen,” he says.

The Value of U.S.-Made Materials

For some shop owners, using American-made products has proven to be a resilient strategy. Letha Lassiter, owner of The Tint Diva in Gadsden, Alabama, said her business hasn’t felt any pricing pressure because she’s long committed to U.S. suppliers.

“So far, the tariffs haven’t affected us. We have always chosen U.S.-made products,” Lassiter says. Her decision to double down during COVID-19 shortages has paid dividends now. “The shops that have already chosen to keep their money on USA films will be in better positions.”

Looking ahead, Lassiter says pricing adjustments are coming — but not solely due to tariffs. “I do intend to raise my pricing regardless,” she says. “In the beginning, I took the financial ‘hit’ to have a better product. That has paid off.”

Still, she offered a word of caution to the industry: “If shops don’t move in unison on pricing, it becomes a race to zero. We stay fair and our products last.”

Industry Perspective: Don’t Panic

Despite the mounting speculation, some voices in the industry are urging others not to overreact.

“Tint is cheap,” says Brad LaCross, owner of Legendary Auto Salon in Queensbury, New York. “You could be carrying the most expensive line of film and it’s going to cost you a couple bucks per car at most. Relax.”

His take highlights a broader perspective: while macroeconomic concerns are real, the per-unit costs in the window film world may leave some room for patience and perspective.

With mixed experiences and opinions across the industry, one thing is clear: no one is ignoring the potential consequences of global trade tensions. Whether through supply chain adjustments, early purchasing, or strategic pricing, industry leaders are preparing for a future that could change swiftly.

For now, calm dominates — but caution lingers.