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Any US trade deal must ensure robust Canadian auto sector, ambassador says

Canada says a deal must protect its auto industry as 50% U.S. tariffs on $20 billion in goods are set to take effect, officials said.

  • On Thursday, Ambassador Mark Wiseman told Reuters that Canada cannot accept a U.S. trade deal unless it ensures a robust auto assembly and parts industry, stating the sector 'makes up a huge part of our industrial complex, both in Ontario and Quebec.'
  • Trade negotiations collapsed last weekend over unresolved tariff relief for medium- and heavy-duty vehicles; Commerce Secretary Howard Lutnick said Canada raised the issue only in final hours, calling those vehicles 'a whole different category.'
  • Tyler Harp, Center for Automotive Research economist, warned that a 50% tariff 'would really shock the industry, and it could cause supply chain disruptions on both sides of the border,' while prior tariffs already reduced Canadian vehicle sales 35%.
  • Ryan Rohrman, CEO of the 20-dealership Rohrman Automotive Group, said tariff costs flow directly to consumers since manufacturers do not absorb them, with January timing for steeper tariffs hitting during the slowest sales month.
  • Wiseman expressed optimism that 'we will continue to talk so long as talking and negotiation is producing positive momentum,' while economist Harp predicted both nations will recognize they are 'stronger together' and ultimately pursue a U.S.-Canada or North American trade deal.
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Forbes broke the news in Jersey City, United States on Thursday, August 27, 2026.
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