SALT LAKE CITY, Utah (May 14, 2025) — Rotor America, the U.S. arm of Spanish cycling component maker Rotor Bike Components, will shut down its Salt Lake City office on June 15, 2025. The decision comes after nearly a decade of operations and is attributed to “ongoing tariff insecurity” impacting the company’s ability to maintain a stable U.S. presence.
Despite the closure, Rotor will continue to serve U.S. consumers and dealers by shipping products directly from its warehouse in Madrid, Spain. Orders can be placed through Rotor America until June 15, after which fulfillment will transition to the Madrid facility. This logistical shift will likely increase shipping times and costs for U.S. customers while complicating returns, warranty service, and dealer support.
The closure reflects broader challenges faced by international cycling brands amid shifting U.S. trade policies. Recent tariff adjustments have imposed significant duties on imported goods, including a 20% reciprocal tariff on European products, a 10% base tariff on general imports, and additional 25% tariffs on sectors like automotive, steel, and aluminum.
The move is a severe blow to a brand that has relied on local manufacturing in Spain and a 100% European supply chain since its inception. This strategy, designed to maintain high quality standards and accelerate product development, has not been enough to protect the company from the new tariff framework.
In a statement on Rotor America’s website, Managing Director Lori Barrett expressed gratitude to the U.S. team for their professionalism during this transition, stating, “I am grateful to the current U.S. team for their professionalism in light of the difficult situation. It’s been an honor to help develop the amazing Rotor America staff over the last decade, and I know this team will continue in to find their places in this industry.”
For further information or assistance, customers and dealers can contact Rotor at infousa@rotorbike.com
