Trump’s latest trade war has shaken Danish industry, but Grundfos CEO Poul Due Jensen insists the company will keep expanding in the United States despite major financial losses.
Uncertain Times for Danish Industry
When former U.S. President Donald Trump reignited his global tariff policy in April 2025, it sent immediate shockwaves through Danish companies doing business abroad. For Grundfos, one of Denmark’s largest industrial firms, the economic hit was massive.
Poul Due Jensen, the company’s chief executive officer and great-grandson of the founder, faced one of the most unpredictable years in his career. The executive admits that visibility for the remainder of 2025 is poor and expects the turbulence to continue. Like many other European companies, Grundfos must adapt to a world where international trade rules can shift overnight.
Grundfos, the world’s largest pump manufacturer, employs around 20,000 people across several continents and maintains major production facilities in Bjerringbro, Denmark.
Trump’s Tariffs Hit Hard
Trump’s tariff announcement, labeled “Liberation Day” by his supporters, introduced sweeping import duties on nearly all major trading partners. Among other measures, a new round of tariffs specifically targeted European exports to the United States, echoing earlier moves such as the U.S. tariffs on EU imports.
Within the first months of the trade escalation, Grundfos lost more than 660 million Danish kroner—around 100 million U.S. dollars. The figure was a notable setback considering the company’s previous year profit of 3.4 billion kroner.
Even so, Grundfos’s leadership team has chosen not to retreat. Instead, they are pushing forward with an ambitious expansion strategy in the United States called “Win in the US.”
Determined to Grow Across the Atlantic
Despite the immediate financial blow, Due Jensen remains committed to the American market. He explained that the expansion is not merely a reaction to tariffs but a continuation of a long-term strategy aimed at securing a stronger foothold in the world’s largest economy.
Interestingly, the company’s strategy involves new investments in American production facilities, aligning perfectly with Trump’s own call for foreign manufacturers to build locally. But unlike companies pressured by politics, Grundfos insists that the decision is guided purely by business logic. Manufacturing in the U.S. reduces shipping costs, shortens supply chains, and helps the company compete more effectively in sectors like energy efficiency and water technology.
Why the U.S. Market Still Matters
Grundfos’s long-term interest in the United States stretches back years before Trump’s presidency. The pump manufacturer sees major opportunities in the American infrastructure and sustainable energy sectors, where aging systems require modernization. Because of that, expanding on U.S. soil allows Grundfos to deliver faster and meet growing demand in areas like commercial buildings, water supply, and renewable energy integration.
At the same time, Due Jensen emphasizes that international growth will continue elsewhere. Grundfos is investing in multiple regions, including its new headquarters and R&D hubs in Denmark. The current U.S. strategy is therefore not about abandoning Europe but diversifying to ensure global stability.
For Danish industry as a whole, the case of Grundfos serves as a reminder that even under difficult political conditions, companies can pursue growth through innovation and long-term planning rather than reactionary responses.
Staying the Course
From what industry analysts can tell, Grundfos’s persistence reflects a broader Danish trend. Companies like the pump-maker are positioning themselves for resilience rather than short-term gains. If trade tensions continue, domestically produced goods in the United States will naturally bypass tariffs, but Grundfos insists that this is not the motivation behind the push.
In the end, Due Jensen has made his stance clear. Grundfos wants to win the U.S. pump market, regardless of political uncertainty. Whether Trump’s trade maneuvering helps or hinders those ambitions, the company plans to let the results of its own business strategy speak for themselves.
Sources and References
The Danish Dream: Denmark Rejects US Tariffs of 30% on EU Imports
The Danish Dream: Best Accountants in Denmark for Foreigners
DR: Topchef vil vinde pumpemarkedet i USA – hvad Trump vinder, det må han finde ud af
