Robby Gordon, a name synonymous with high-octane racing and rugged individualism, has long been a figure admired by American motorsport enthusiasts. His latest venture, Speed UTV, promised to deliver a thrilling, high-performance utility terrain vehicle (UTV) packed with innovative engineering and durable metalwork—an American dream machine designed to conquer trails and turn heads. But behind the scenes, the story of Speed UTV is less about American manufacturing might and more about the global dance of tariffs, offshoring, and economic pragmatism. As a vocal supporter of Donald Trump, Gordon now finds himself caught in the crosshairs of the very tariff policies championed by his political hero. Let’s unpack this saga and explore how Trump’s tariffs strike at the heart of Speed UTV’s journey—and what it reveals about borders, trade, and the American consumer.
Speed UTV: Engineered in America, Assembled Abroad
Speed UTV is a brainchild of Robby Gordon’s relentless drive to innovate. Marketed as a premium UTV with cutting-edge suspension, robust chassis design, and a distinctly American flair, it’s the kind of vehicle that appeals to off-road enthusiasts who value quality and performance. But while the engineering and branding scream red, white, and blue, the production reality tells a different story. Speed UTV is manufactured by Hisun Motors, a company based in Chongqing, China, a manufacturing hub known for its cost-effective production capabilities. Hisun has been a key player in the powersports industry, producing vehicles for brands worldwide, and its partnership with Gordon made sense—high-quality output at a fraction of what it would cost to build entirely in the U.S.
However, Trump’s trade policies, first implemented during his initial term and now escalated in his second administration as of April 2025, have thrown a wrench into this arrangement. During his first term, Trump imposed tariffs of up to 25% on Chinese goods, targeting over $360 billion in imports to curb what he saw as unfair trade practices. These tariffs hit industries like powersports hard, raising the cost of importing vehicles and components from China. To sidestep these levies, Hisun and Speed UTV pivoted to a factory in Vietnam, coordinating production between mainland China and this Southeast Asian nation. This offshoring strategy—sometimes called “friend-shoring” or “near-shoring”—allowed Speed UTV to assemble vehicles in Vietnam using Chinese parts, dodging the full brunt of U.S. tariffs on Chinese-origin goods.
The Tariff Tightrope: Vietnam as a Workaround
The move to Vietnam was a calculated one. By 2025, Vietnam had become a go-to destination for manufacturers looking to bypass U.S. tariffs on China. With a reciprocal tariff rate of 46% now imposed on Vietnamese goods under Trump’s latest “Liberation Day” policy (announced April 2, 2025), alongside a 10% universal tariff on all imports, the cost calculus is shifting again. Initially, Vietnam offered a reprieve: lower labor costs than the U.S., proximity to China’s supply chain, and, until recently, a less punitive tariff environment. Speed UTV could import components from Chongqing, assemble them in Vietnam, and ship the finished product to the U.S. at a price point that kept it competitive—around $30,000 to $40,000, depending on the model—far less than the “insane prices” American consumers would face if the same vehicle were made stateside.
American buyers, after all, wanted Speed UTV for its engineering prowess and metal-heavy construction, not for a “Made in the USA” sticker that would jack up costs. Domestic production, with higher labor rates, stricter regulations, and a less integrated supply chain, could easily double or triple the price—potentially pushing a base model past $70,000. For Gordon’s target market—rugged individualists who value performance over patriotism in their wallets—this was a non-starter. Offshoring to Vietnam was the pragmatic fix, aligning with a broader trend of manufacturers rerouting supply chains to Southeast Asia to keep costs down.
Trump’s Tariffs: A Double-Edged Sword for a Supporter
Robby Gordon’s vocal support for Trump adds a layer of irony to this story. A self-made man who built his brand on grit and ingenuity, Gordon has praised Trump’s “America First” ethos, often aligning himself with the former president’s populist rhetoric. Yet Trump’s tariff agenda, now in full swing with reciprocal rates like 34% on China and 46% on Vietnam, threatens to undermine Speed UTV’s viability. These tariffs, rolled out on April 9, 2025, are designed to penalize nations with trade surpluses and protect U.S. manufacturing. Trump argues they’ll bring jobs back home and level the playing field, but for Gordon, they’re a direct hit to his bottom line.
Here’s how it plays out: Speed UTV’s Vietnamese-assembled vehicles now face a 46% reciprocal tariff plus the 10% universal tariff—a combined 56% tax on their import value. If a Speed UTV costs $30,000 to produce and ship, the tariffs alone add $16,800, pushing the landed cost to nearly $47,000 before dealer markups. Retail prices could climb toward $50,000 or more, eroding the value proposition that made Speed UTV a hit with consumers. Gordon faces a tough choice: absorb the cost and slash margins, pass it on to buyers and risk losing sales, or rethink the entire supply chain—again.
Borders Aren’t About People—They’re About Trade
Trump’s tariff rhetoric often ties borders to immigration and security, but the Speed UTV story reveals the real game: borders are economic tools, and tariffs are their enforcers. The human migration sideshow—while politically potent—pales next to the trillion-dollar stakes of global trade. Tariffs aren’t restraining Gordon’s team from crossing borders; they’re restraining his ability to deliver affordable UTVs to American buyers. And in a twist of fate, these policies are effectively applied against the U.S., raising costs for American companies and consumers rather than foreign producers alone.
Economists have long warned that tariffs are paid by importers—U.S. businesses like Speed UTV—not foreign governments. Hisun in China or Vietnam doesn’t foot the bill; Gordon’s operation does, and ultimately, so do American buyers. Trump’s claim that tariffs will force production back to the U.S. overlooks a harsh reality: for complex goods like UTVs, domestic manufacturing isn’t always feasible. The U.S. lacks the dense, cost-efficient supply chains of Asia, and modern automation doesn’t fully offset labor cost gaps. Speed UTV could relocate to, say, Texas or South Carolina, but the price tag would soar, alienating the very consumers Gordon aims to serve.
Alternatives and the Future of Trade
So, what’s next for Speed UTV and the broader tariff landscape? Gordon has options, each with trade-offs:
- Double Down on Vietnam: Stick with the current model, negotiate with Hisun to trim production costs, and hope consumers tolerate higher prices. This risks sales volume but avoids a full overhaul.
- Shift to Another Low-Tariff Nation: Countries like Cambodia (49% tariff) or Indonesia (lower but rising) could become new hubs if Vietnam gets too pricey. This keeps offshoring alive but requires fresh investment and logistics.
- Bring It Home—Partially: Assemble in the U.S. using imported parts, leveraging foreign-trade zones (FTZs) to defer duties until final sale. This could dodge some tariffs but still hikes labor costs.
- Lobby for Exemptions: As a Trump supporter, Gordon might appeal to the administration for a carve-out, arguing Speed UTV’s American branding and jobs (e.g., design, marketing) justify relief. Success hinges on political clout.
Looking ahead, Trump’s tariffs could reshape trade beyond Speed UTV. If rates climb—as with his proposed 60% on China—manufacturers might accelerate “decoupling” from Asia, though full U.S. reshoring remains a pipe dream. More likely, production scatters to tariff-friendly nations, creating a fragmented global supply chain. American consumers, meanwhile, face a stark choice: pay more for goods like Speed UTV or settle for less innovation at lower price points.
The Bigger Picture: Tariffs as a Blunt Tool
The Speed UTV saga underscores a truth Trump’s policies often gloss over: tariffs are a blunt instrument, not a scalpel. They aim to protect American jobs but often punish American businesses and buyers instead. Gordon’s predicament—caught between his ideals and his bottom line—mirrors that of countless entrepreneurs navigating this trade war. Borders, in this lens, aren’t walls against people; they’re tollbooths on commerce, and the tolls are rising.
For Robby Gordon, the future hinges on adaptability. Speed UTV could thrive by outmaneuvering tariffs, but the cost—literal and figurative—will test his resolve. For American consumers, it’s a reminder that the “America First” promise comes with a price tag—one they’ll pay at the dealership, not the ballot box. And for Trump, it’s a gamble: will tariffs forge a manufacturing renaissance, or just drive up costs and chaos? Time, and tales like Gordon’s, will tell.