US tariffs are also putting Italian-made mechanical products at risk: "Absolute excellence at risk."

ROME – There's another unsuspecting victim of Trump's tariffs . A niche but extremely high-quality Italian product , in a sector—the attractions and entertainment sector—that already includes over 670 companies and exports to the United States worth $66 million. These are mechanical bulls, that quintessential American rodeo attraction , but one that is produced in Italy with "unique craftsmanship, a quality that cannot be replicated elsewhere."

Erika Tessarolo, who designs these mechanical bulls and runs the company M.Art Technology and Show Games, a world leader in the production of these special rides, founded by her father Ugo, known as "Tex," explains why the 15% tariffs threaten to sideline the Italian market. "If we set a 15% tariff, we can be the best in the world, but if a customer can't afford it, it becomes difficult. This is a warning that affects an entire industry, my entire profession," explains Tessarolo, from her company in Manerba sul Garda . "We don't even have an Ateco code, we've never had funding, support, or assistance. Many don't even know we exist. We need the attention these companies have never received."

How mechanical bulls became a symbol of Made in Italy excellence

“Rodeo is a national sport for Americans, but if they want something really good, they have to come and buy it in Italy,” he adds. “ We produce the 'Ferraris' of this niche product . They can't be produced in other parts of the world, not with the same quality, not without our materials, our technology, and our craftsmen.” All the materials are strictly made in Italy, and a strong point is also the proprietary technology that allows the mechanical bulls to move in a way that is “so real that it is impossible to replicate.” The Manerba del Garda company now exports 70% to the United States , 20% to other foreign countries, and only 10% of the product remains in Italy.

"We withstood the closure of Russia : it was a strong market for attractions, they preferred Italian ones, superior product quality and safety, we are the only ones with all the certifications. Today there is also the Arab market , a good export, but it is not stable. Now they are imposing a tariff on us in the US: where are we going to sell? This is how the sector is increasingly lost, companies are closing." Erika Tessarolo became a spokesperson for the sector by establishing the "Costruttori di Attrazioni" group within Confartigianato in 2024, a cluster of companies that operate in the production of equipment and machinery for entertainment and leisure activities.