Tariffs and geopolitical risk now drive the move almost equally, while policy uncertainty is the top challenge and skilled trades remain the binding constraint. Satisfaction fell sharply, and more buyers judge domestic versus offshore on total cost of ownership, up to 40% of OEMs.
For sellers, u201cMade in USAu201d is not the pitch; documented delivery, risk, and lifetime cost are.
For sellers into reshoring manufacturers, the pitch has to survive a total-cost audit. Publish the math your buyers are now running: lead time, inventory carrying cost, quality escapes, tariff exposure and the cost of a missed delivery — against the offshore alternative, line by line. The skilled-trades constraint is also a selling surface: training support, automation that stretches scarce labor and implementation capacity are differentiators, not service extras. Marketing that leans on patriotic framing will read as naive to buyers whose own reshoring satisfaction just fell. The credible message is de-risking: here is the evidence this move holds up over the equipment’s lifetime.
