That's on (typically) wholesale price as it comes in, so US companies who buy/import those units will have to pay it. Importers pressure their suppliers to lower costs, and/or importers raise the prices and pass on to consumers - hence the need for a methodical rollout. Kias and hyundais will go up in price, for example, but those are the predatory foreign manufacturers. Companies will have to grow their manufacturing capabilities in the US beyond their one or two plants if they want to keep selling into the US economy.