When I first started selling European tech products in the United States, I made a critical mistake: I downplayed where our products came from.
I thought American buyers only cared about price and features. I was wrong.
Here's what surprised me: American industrial buyers actively seek out European-manufactured products, especially from Germany, Austria, Switzerland, and the Nordic countries. They associate EU manufacturing with precision engineering, durability, and reliability.
In automation and controls, I've seen customers willing to pay 15-30% more for a Made in Europe product over an Asian alternative. Not because they're uninformed, but because they've learned that total cost of ownership matters more than purchase price.
However, you can't just rely on your EU heritage. You need to connect it to tangible value:
With ongoing supply chain concerns and reshoring trends, "Made in Europe" has become even more valuable. American manufacturers want to diversify their supplier base away from China. You're not just selling a product—you're selling supply chain security.
One warning: Your EU certifications (CE marking, etc.) mean nothing in the US. You still need UL, FCC, or other US certifications. But once you have them, your European quality reputation becomes a powerful differentiator.
Your European origin isn't a neutral fact. It's a competitive advantage. Use it strategically.