Industry Reacts to Houthi Attacks Disrupting Red Sea Shipping Routes, Companies Strategize

By John Lopez

Mar 05, 2024 03:40 PM EST

Companies worldwide are reeling from the repercussions of Houthi attacks disrupting vital shipping routes in the Red Sea. The attacks, which have intensified since last fall, have forced several shipping giants to reroute and rethink their strategies and adapt to the evolving challenges.

The Red Sea, a crucial passageway connecting Europe and Asia, has witnessed a surge in attacks by Houthi militants based in Yemen. These assaults have not only jeopardized the safety of commercial vessels but also severely disrupted global trade networks.

(Photo : Photo by -/AFP via Getty Images)
A picture taken during an organised tour by Yemen's Huthi rebels on November 22, 2023 shows the Galaxy Leader cargo ship, seized by Huthi fighters two days earlier, at a port on the Red Sea in Yemen's province of Hodeida. The Bahamas-flagged, British-owned Galaxy Leader, operated by a Japanese firm but having links to an Israeli businessman, was headed from Turkey to India when it was seized and re-routed to Hodeida November 19, according to maritime security company Ambrey. The Huthis said the capture was in retaliation for Israel's war against Hamas, sparked by the October 7 attack by the Palestinian militants who killed 1,200 people and took around 240 hostages, according to Israeli officials. (Photo by AFP)

How Companies Respond to Blocked Trade Routes

In response to the escalating tensions, various sectors are experiencing significant blows. Automakers like Geely and Suzuki are facing delays in production due to disruptions in the delivery of essential components. Geely, China's second-largest automaker, expressed concerns over the potential impact on its electric vehicle (EV) sales, anticipating delivery delays.

Similarly, tire manufacturer Michelin reported logistics issues linked to the Red Sea crisis affecting the flow of finished products, particularly natural rubber. However, the company remains optimistic, expecting only a "reasonably marginal" effect on its 2024 results.

Tech giants like Tesla and Logitech are also grappling with the aftermath of the disruptions. Tesla announced the suspension of car production at its factory near Berlin due to component shortages caused by shifts in transport routes. Meanwhile, Logitech's CEO highlighted concerns over profit margins being hit by higher transport costs resulting from the Red Sea crisis.

Retail giants Adidas, Ikea, Marks & Spencer, Target, and Tractor Supply are facing challenges in supply chain management and delivery logistics. Adidas CEO Bjorn Gulden voiced concerns over exploding freight rates and shipping delays impacting negatively gross margins. However, IKEA remains confident in sticking to planned price cuts despite increased costs, citing sufficient stocks to absorb supply chain shocks.

In the face of these challenges, companies are adopting strategic measures to mitigate the impacts of the disruptions. Volvo halted production at its Belgian plant for three days to address delays, while DHL advised customers to manage inventories closely.

Levi Strauss & Co. shifted some U.S. shipments to the West Coast to avoid Red Sea disruptions. Electrolux established a task force to find alternative routes and prioritize deliveries to minimize disruptions.

Broader Implications

Amid the chaos, trade experts warn of the broader implications on global trade networks and economic stability.

Experts have highlighted the Red Sea's significance in global commerce, with over 30% of the world's container traffic passing through the Suez Canal/Red Sea route. The surge in attacks has led to the rerouting of vessels, a contraction in market capacity, and a surge in shipping rates, posing significant challenges for businesses worldwide.

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