Who is who in the EU-US trade war?

Euronews examines the main figures in the EU-US trade war, from European Commission Member Maros Sefcovic to influential advisor Peter Navarro.

The trade war between the European Union (EU) and the United States (US) is intensifying. US President Donald Trump's decision to impose a 20% tariff on the EU threatens to disrupt the deep commercial ties between the two sides of the Atlantic, jeopardizing reliable supply chains, increasing production costs, fueling inflation, bankrupting profitable businesses, and destroying countless values in imports and exports. The tariffs, which Washington describes as "reciprocal" but Brussels finds "neither credible nor justified," are viewed as a strong attempt to unilaterally redesign the multilateral economic order established after World War II. The EU continuously defends and supports this order through numerous trade agreements. While facing the risk of billions of dollars disappearing, the EU is simultaneously searching for a negotiated solution and keeping its cards close to its chest against the possibility of retaliation. Here are the main figures of the trade war:

Ursula von der Leyen: The Top Person Ursula von der Leyen has firmly positioned herself at the forefront of the trade war. The reason is clear: the European Commission she heads has exclusive authority to determine the trade policy of the 27-country bloc, providing her with a broad maneuvering space to decide how to respond to Trump's destructive tariffs. A staunch advocate of transatlantic ties, von der Leyen has already made a proposal to cool things down: a "zero-for-zero" agreement to eliminate all tariffs on industrial goods. In a speech on Monday, she stated, "Europe is always ready for a good agreement. Therefore, we keep this on the table. However, we are also ready to respond with countermeasures and defend our interests." If the tit-for-tat situation escalates, it will ultimately be up to von der Leyen to decide which sectors of the American economy will be hit and which will be protected. She will also have the final say on whether to trigger the Anti-Coercion Instrument (ACI), which the Commission has never used since it came into effect in 2023. However, von der Leyen faces a significant challenge: the communication channels are not very open. The Commission President has not spoken to Trump since the congratulatory phone call she made after his election victory.

Maros Sefcovic: The Always-Smiling Ambassador Maros Sefcovic did not know that he would soon be managing a full-scale trade war after his unexpected appointment as the European Commission's Member for Trade. The 58-year-old Slovak, known for his flashy smile and colorful ties in Brussels, has a strong - albeit unenviable in this case - task of managing the bloc's trade relations, making him the go-to person after President von der Leyen. Sefcovic has made two trips to Washington DC to better understand what the Trump administration's game might actually be and has had several phone conversations with his American counterparts (more details to follow). So far, he has returned empty-handed, which is a worrying sign for upcoming negotiations. After the trade ministers' meeting in Luxembourg, Sefcovic warned, "Let's be clear: engaging the US will require time and effort." "The US sees the tariffs as a corrective measure rather than a tactical step. We are fully ready to sit down at the negotiation table when our American partners are ready." Sefcovic brings significant negotiation experience to the table after playing a key role in the EU's executive's complex struggle with the UK over Brexit.

Bjoern Seibert: The Shadow Operator Only those who live in the depths of the EU bubble know the name Bjoern Seibert. Ursula von der Leyen's soft-spoken, bespectacled chief of staff is often referred to as an éminence grise, a power broker quietly wielding significant influence in the shadows. Seibert has proven effective in strengthening EU-US ties by developing close contacts with key figures in the Biden administration. However, when Trump and his team took over the White House, this invaluable network evaporated overnight, leaving Seibert to start from scratch. His joining Sefcovic on his recent trip to Washington is a sign of how deeply involved he is in the process. He had previously gone to Washington alone to meet members of Trump's National Security Council and National Economic Council. The German minister regularly maintains contact with ambassadors in Brussels to ensure that member states are informed as needed and, more importantly, to involve them in the Commission's initiatives. He is supported by von der Leyen's trade advisor, Tomas Baert.

Sabine Weyand: An Insider While von der Leyen, Sefcovic, and Seibert operate at the highest political levels, there are hundreds of experienced, battle-tested experts in Brussels working at the technical level to patiently sift through American imports that could be hit with counter-tariffs. Among them, Sabine Weyand stands out. A long-serving member of the Commission, Weyand manages the powerful Directorate-General for Trade (DG Trade) and has a panoramic and privileged view of all commercial decisions related to goods, services, intellectual property, and foreign investment. Under von der Leyen's command, the Directorate-General for Trade has become more reactive and assertive by expanding its arsenal of trade defense measures. Weyand's references will be valuable in the trade war: she was the chief negotiator's deputy for the EU in Brexit and led the signing of many free trade agreements, including the EU-Mercosur agreement, which brings together 780 million consumers.

EU Leaders: Perpetually Divided The European Commission may have exclusive authority in trade, but that does not mean it can act unilaterally, closing its eyes and hoping for the best. As risks reach stratospheric levels, von der Leyen will have to ensure member states' participation to form a united and coherent front against the White House. After all, tariffs are expected to cause significant damage to national economies, making it essential to engage directly with EU leaders to understand and manage the tit-for-tat. However, the leaders are classically divided on how to proceed. Some leaders, including French President Emmanuel Macron, want to take risks and implement the toughest options. Others, including Italian Prime Minister Giorgia Meloni, advocate a more measured approach focused on negotiations rather than immediate retaliation. Behind the scenes, leaders are lobbying von der Leyen to protect sensitive and profitable sectors. How this discussion will unfold will determine what happens next: the Commission's countermeasures can be blocked by a qualified majority of member states.

Donald Trump: The Chief Destroyer Moments when Donald Trump announced "reciprocal tariffs" with a significant graphic have quickly become iconic. Tariffs were one of the key slogans of Trump's campaign where everything was permissible, and they have now become a central element of his second presidency, which has proven to be extremely destructive for nearly every corner of international relations in less than three months. The President has repeatedly invoked the prosperity of America's Gilded Age to justify the imposition of punitive taxes, presenting his unprecedented initiative as the only way to rebalance the nation's trade deficits. Even the loud complaints from investors supporting his reelection have not weakened his resolve. According to the White House, tariffs will remain in effect until the President concludes that "the trade deficit and the threat posed by the underlying non-reciprocal treatment has been satisfied, resolved, or mitigated." This condition leaves the decision on whether the measures will be long-lasting entirely to Trump's discretion. In short, von der Leyen's job is overwhelming: Trump accuses the EU of being a "monopoly" established as a "unified force" against America. He has already rejected von der Leyen's "zero-for-zero" tariff agreement proposal, instead calling on the Union to increase its purchases of American energy and eliminate the trade deficit "within a week." "The EU has been very tough for years. I always say it was established to really harm the US in trade," Trump added, "It won't be this way. It must be fair and reciprocal. It must be fair. This is not fair at all."

JD Vance: The Angry Cheerleader JD Vance has become synonymous with angry speeches for Europe. Since taking office, the US Vice President has fiercely accused the EU of digital regulations, migration policy, defense spending, and a supposed lack of freedom of expression. His confrontation with Ukrainian President Volodymyr Zelensky in the Oval Office stunned observers and triggered a sense of solidarity among EU leaders towards Zelensky. Most recently, Vance has taken on the role of cheerleader to defend Trump's tariffs against critics. In an interview with Fox News, the Vice President acknowledged that tariffs are a "big change" and that it will take time for the supposed benefits to emerge. "What I want people to appreciate here is that we are not going to fix things overnight," he said. With Vance assuming an active role in the White House's decision-making process - Trump tasked him with finding a new buyer for TikTok - the EU may have no choice but to engage directly with this man who openly chastises the bloc. On the other hand, interestingly, Vance previously opposed trade protectionism, according to CNN.

Howard Lutnick and Jamieson Greer Who do you call when you want to talk to the United States? If the subject is trade, the most obvious answer would be US Commerce Secretary Howard Lutnick and US Trade Representative Jamieson Greer. These two are the individuals with whom Maros Sefcovic has been trying to find a useful compromise in recent weeks but has been unsuccessful. While Greer keeps a low profile, Lutnick is in the spotlight. A billionaire and former CEO of Cantor Fitzgerald, the Commerce Secretary regularly appears on news programs and makes provocative statements in a Trump-like manner. He shares an ideological approach similar to the President's regarding tariffs, going so far as to say that it would be "worth it" even if it leads to a recession. Like Trump, Lutnick opposes the US trade deficit with the EU. In a speech last week, he said, "The European Union doesn't buy chicken from America. They don't buy lobster from America. They hate our beef because our beef is good and theirs is weak," calling it "incredible."

Peter Navarro: The Tariff Prophet Sefcovic's having had several meetings and phone calls with Lutnick and Greer that yielded no results raises an odd question: is he really speaking with the decision-makers? One of those individuals is Peter Navarro, a Trump supporter who served four months in jail for contempt of Congress related to the January 6th investigation. A PhD in economics from Harvard University, Navarro has been a fierce critic of free trade agreements and a strong advocate of tariffs as a solution to trade deficits. Approaching the economy through a national security lens, Navarro has written various books detailing his hawkish views on China. In 2019, it was revealed that Navarro invented a character named "Ron Vara" to quote himself in his book "Death by China." Navarro currently serves as Trump's senior advisor responsible for trade and manufacturing. In an article he wrote for the Financial Times, Navarro accused foreign countries of using "non-tariff weapons" such as value-added tax (VAT), currency manipulation, and product standards to "suffocate" US exports. The 75-year-old Navarro claims that the US is resorting to "legal warfare" to target the tech giants, directing his fire at the EU. "The US will now match the significantly high tariffs and overwhelming non-tariff barriers imposed on us by other countries," he said. "This is not a negotiation. For the US, this is a national emergency triggered by trade deficits caused by a fraudulent system."

The White House: A Complex Inner Circle There are many paths to Trump. The President's economic team includes Treasury Secretary Scott Bessent, National Economic Council Director Kevin Hassett, who is akin to Seibert, and Council of Economic Advisors Chair Stephen Miran. Bessent, a Yale-educated hedge fund manager, is seen as one of the more moderate figures in the White House and has called on Trump to negotiate a reduction in the level of tariffs, which he describes as currently at "maximum" levels. Speaking to Fox News, Bessent stated, "President Trump will personally participate in these negotiations, and like many of us, he believes it is an unfair playing field, so the negotiations will be tough." Those closer to the President include the media-shy Chief of Staff Susie Wiles, Deputy Chief of Staff and architect of Trump's hardline immigration policy Stephen Miller, and family members including Donald Trump Jr., Eric Trump, and his wife Lara Trump. And of course, there’s Elon Musk, CEO of Tesla and X, who has been given a strong position outside the Cabinet to cut the federal budget. It is noteworthy that the tech billionaire has not embraced tariffs with the same fervor as Trump’s inner circle. The billionaire, whose thoughts often fluctuate, publicly blasted Navarro as a "complete moron" and supported the idea of a "zero-tariff zone status" between the US and the EU.