New Steel Tariffs Give Whirlpool A Competitive Edge, Says Analyst

Core Viewpoint - Bank of America Securities analyst Rafe Jadrosich upgraded Whirlpool Corporation from Underperform to Neutral, raising the price forecast from $68 to $94 due to improved North American margin prospects and tariff-related benefits [1]. Group 1: Financial Estimates - The analyst increased 2025 earnings estimates to $8.56 from $8.35 and 2026 EPS estimates to $10.33 from $9.39, benefiting from new appliance-related steel tariffs [1]. - Fiscal year 2027 earnings per share were raised to $10.73 from $9.96 [6]. Group 2: Tariff Impact - Whirlpool is well positioned to benefit from new Section 232 tariffs, which will impose a 50% duty on the steel content of imported home appliances starting June 23, as 80% of its U.S. sales are domestically produced and 96% of its steel is U.S.-sourced [3]. - Competitors relying on imports for over half of their U.S. sales, particularly from China and Korea, will face increased costs, reducing their previous cost advantage [4]. Group 3: Competitive Advantage - The tariffs could force competitors to raise wholesale appliance prices by 3–5%, or approximately $15–$20 per unit, potentially giving Whirlpool a competitive edge [5]. - A price increase of $15–$20 on half of Whirlpool's North America volume could boost EBIT margins by 150–200 basis points and raise profits by 20–30% [5]. - With appliance manufacturing being a low-margin business, rivals are expected to pass on costs, allowing Whirlpool to gain market share or expand margins [6].