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Republican presidential candidate Donald Trump gestures while speaking at a rally at Macomb Community College, Friday, March 4, 2016, in Warren, Mich. (AP Photo/Carlos Osorio)©AP
Donald Trump used to love Apple products, Oreo cookies and Carrier air-conditioners. But as the New York property developer has made the transition from billionaire businessman to frontrunner for the Republican presidential nomination, he has made some of those same companies and firms the target of his “Make America Great Again” campaign.
While Mr Trump plans to build a wall along the US-Mexico border to keep out illegal immigrants, he has also vowed to target US companies that move manufacturing overseas — whether Apple in China or Carrier and Mondelez, the Oreo-maker, in Mexico — via a combination of tariffs and the presidential bully pulpit.
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He has singled out a number of American companies on the campaign trail. But one of his favourite targets is Komatsu, the Japanese construction and mining equipment manufacturer that competes with Caterpillar in the US and around the world.
From Iowa to Florida, Mr Trump has bashed the company, saying a weaker yen — which he blames on Japan’s monetary policy — has forced a friend of his to buy Komatsu instead of Caterpillar. But as with many of Mr Trump’s statements during the race, it raises more questions than it answers. The Japanese company actually manufactures construction and mining equipment at three factories in the US where it employs several thousand employees.
And while Mr Trump asserts that he would help companies such as Caterpillar — which he wants to use to build the wall — the head of the company has criticised some of his policies. In his capacity as the new head of the Business Roundtable, an association of US chief executives, Doug Oberhelman, Caterpillar chief executive, has said that Mr Trump’s threats to impose tariffs on US companies that include Ford, would be “very dangerous” since US multinationals depend on open markets.
“We’re 5 per cent of the world population. 95 per cent of our potential customers are elsewhere. We’ve got to learn and figure out how to deal with that,” said Mr Oberhelman.
Apple
Back in spring 2013, Mr Trump’s biggest problem with Apple was the size of its iPhones.
“I have a lot of Apple stock — and I miss Steve Jobs,” he said in a Facebook post. “Tim Cook must immediately increase the size of the screen on the iPhone,” he urged, or Apple would “lose a lot of business” to Samsung’s larger smartphones.
Mr Cook, Apple’s chief executive, delivered a bigger screen in late 2014, unlocking huge new growth for the iPhone. But now Apple is in Mr Trump’s sights again. The leading Republican presidential contender said in January he would “get Apple to start building their damn computers and things in this country instead of in other countries”. Last month, he called for a boycott of Apple products until the company complied with a judicial order to help investigators break into the iPhone used by Syed Rizwan Farook before he killed 14 people in California in December.
Only one Apple product, the high-priced Mac Pro desktop computer, has its final assembly in the US today but the company sources several components domestically, including the iPhone’s glass screen and some iOS device processors. Apple points to a study by Analysis Group, a consultancy, that found it supported 361,000 jobs at US suppliers in 33 states.
Nonetheless, increasing its US manufacturing base has not been without challenges for Apple. In one high-profile case, in 2013 it invested $578m in an Arizona supplier of sapphire, GT Advanced Technology. But GT filed for Chapter 11 bankruptcy protection in 2014 after struggling to meet Apple’s production standards and its sapphire facility is now being converted into an Apple data centre.
Tim Cook, CEO of Apple, responds to questions on October 19, 2015 in Laguna Beach, California at the opening of the 2015 WSJD Live. The event brings together top CEOs, founders, pioneers, investors and luminaries to explore the most exciting tech opportunities emerging around the world. AFP PHOTO / FREDERIC J. BROWN / AFP / FREDERIC J. BROWN©AFP
Mr Cook told 60 Minutes, the CBS News programme, in December that it was not wages but skills that kept most of Apple’s manufacturing outside the US.
“China put an enormous focus on manufacturing,” Mr Cook said, as its schools prioritised “vocational” skills. “You can take every tool and die maker in the United States and probably put them in a room that we’re currently sitting in. In China, you would have to have multiple football fields.”
Mondelez International
“Oreos, I love them, but I’ll never eat them again.”
Mondelez International was one of the first companies that Mr Trump lambasted after launching his campaign, accusing the snack maker at a rally last summer of moving production overseas at the expense of US jobs.
Mondelez, which makes Oreos, pointed out the errors in his claims that its Chicago bakery was shutting, that it was instead building a plant in Salinas, Mexico, and that by implication there would be no more Oreo production in the US.
Mondelez clarified that it was shifting nine production lines to an existing Mexican plant it is upgrading, which would result in the loss of 600 jobs. It added that the Chicago bakery would remain one of its largest production sites in the US in terms of headcount, and said Oreos would still be made in several US plants.
Talking to CNBC last October Irene Rosenfeld, Mondelez chief executive, said: “My most sane message to Mr Trump is to get your facts straight.”
Mr Trump might not be planning to eat any more Oreos, but his attachment is set to remain in the public eye. Mondelez points out that he has featured in an Oreos commercial.
And not long after he hit out at Mondelez, comedian Stephen Colbert featured Oreos in a skit on The Late Show, where he binge-ate the cookies as he mocked the businessman. The segment has had more than 3m hits on YouTube.
Carrier
The decision by Carrier, part of United Technologies, to move 1,400 jobs making air conditioning equipment from Indianapolis to Monterrey, Mexico, would normally have attracted little attention. But one of the workers captured on video the moment staff were told about the move.
The video — in which workers yelled obscenities at an impassive manager — has racked up 3.5m views in less than a month. It has also, inevitably, drawn comments from Mr Trump.
“We cannot allow this to keep happening!” the candidate wrote on Facebook. “It WILL NOT happen under my watch!”
Carrier responded that the closure had been a “difficult decision”, reached following a “thorough evaluation” of its manufacturing operations.
The weeks since Carrier’s February 11 announcement have shown the kinds of pressures that lead companies to make such decisions. On February 19, Dave Cote, chief executive of Honeywell, met Greg Hayes, chief executive of United Technologies, to propose a $90bn cash-and-share offer for UTC.
Neither the bid nor Honeywell’s subsequent abandonment of it has made any difference to the plight of the Carrier workers or the 700 from another part of UTC made redundant at the same time.
However, if Carrier sought to move the jobs while he was president, Mr Trump has said he would tell the company it would face a 35 per cent tax for bringing units manufactured in Mexico into the US.
The controversy has had some immediate effects. Carrier and UTC have had to undertake to hand back to Indiana the $1.2m tax abatement awarded as an incentive to keep work in the state.
Komatsu
Mr Trump likes to say that he has a friend who “always orders Caterpillar, and recently he ordered Komatsu tractors from Japan because they’ve cut the yen . . . to such an extent that it was virtually impossible for Caterpillar to compete”.
epa04922304 Three men watch a machine from Japanse company Komatsu at the 'Nordbau' trade show in Neumuenster, Germany, 09 September 2015. Running until the 13 September 2015 the show is northern Europe's largest congregration of those in the construction industry. EPA/DANIEL BOCKWOLDT©EPA
One problem: any “tractors” bought by Mr Trump’s friend may well have been made in the US. Komatsu runs large factories in Chattanooga, Tennessee; Peoria, Illinois, and Newberry, South Carolina.
When asked for more details about what his friend was buying, Hope Hicks, spokeswoman for Mr Trump said “pass”. Komatsu declined to comment on anything relating to Mr Trump. However, it confirmed its basic policy is to make some crucial components — such as pumps for hydraulic shovels — in Japan, while assembly takes place close to the market. That means the yen’s decline from Y80 to the dollar in 2012 to Y114 today has helped Komatsu, although economists doubt the yen is greatly undervalued. William Cline of the Peterson Institute puts its fair value at Y108.
But the company also exports products from the US, including mining equipment to countries such as Australia, which complicates any discussions about the relative impact of the yen on US jobs.
Komatsu says its US sales peaked in 2005, fell off heavily after the Lehman shock, and have since recovered in line with competitors — showing more sensitivity to US demand than to the yen. Yet on top of a brutal slowdown in China, where Komatsu’s monthly orders are down 40-50 per cent on a year ago, the company now finds itself cast as the villain in a new Pacific trade war.