US Vehicles in Bulgaria
American cars entering the Bulgarian market typically go through European branches, are certified under EU standards, and are sold as European vehicles—even if they were originally produced in the U.S., said Stanislav Panchev, board member of the Association of Car Manufacturers and Their Authorized Representatives for Bulgaria, in an interview with BTA, CE Report quotes BTA
He explained that used car registrations don't reflect vehicle origin, making import figures hard to track. Direct imports from the U.S. are subject to a 10% duty, and ongoing trade tensions between the U.S. and EU make future tariffs uncertain. Long-term duties could seriously impact the auto industry, affecting both new and used vehicles.
American car brands are less visible in Europe compared to European brands in the U.S., Panchev noted. Automakers may need to subsidize prices to shield consumers, but market dynamics are shifting and could favor some players over others. Among the most popular American brands in Bulgaria are Ford—often seen as European due to its presence on the continent—and Jeep, part of the Stellantis group.
Meanwhile, MOTO EXPO 2025, Bulgaria’s largest motorcycle show, opened in Sofia on Friday and runs through April 14. American brands Harley Davidson and Indian Motorcycle are featured. While U.S. motorcycles currently face no import duties, past tariff hikes forced companies like Harley Davidson to absorb some of the costs. "That can’t go on forever," Panchev warned.
American motorcycles serve niche markets, while Honda remains the top brand in Bulgaria. Other popular names include BMW, Vespa, Yamaha, and Suzuki, with Chinese brands like CFMOTO slowly gaining ground.
