Insulting consumers is Logitech's way, and last year the CEO announced plans to cut back on production lines in China, shifting capacity to Southeast Asian countries.

Source of this article: Consumers Report. Author: Zhang Fengyu

“When I lower the price, you still come running over like a dog” — On March 26, an advertising line from Logitech’s official flagship store triggered widespread anger. It was criticized for belittling and insulting consumers. At the same time, Consumers Report noted that in 2025, Logitech adjusted the layout of its global production lines due to tariff issues, cutting production capacity in China.

On July 31, 2025, Logitech CEO Hanneke Faber revealed in an interview that, to respond to the U.S. imposing separate tariffs of 20% and 30% on mice and keyboards made in China, the company is accelerating the transfer of the production lines for products destined for the U.S. from China to places such as Mexico, Vietnam, Thailand, and Malaysia. The goal is to reduce the share of “Made in China” in products shipped to the U.S. from 40% to 10% by the end of 2025. As of the time of the interview, that proportion had already been reduced to slightly above 30%.

However, the Chinese market still has important significance for Logitech. At the end of 2025, Hanneke Faber said: “China is one of the largest and most important markets for Logitech globally, and also one of the most important production and supply hubs worldwide. The company has always been working hard to innovate and strengthen its position in the Chinese market.”

Looking back at Logitech’s production-line layout in China, there was a period of great glory. In 1994, Logitech established its first large-scale production base in Suzhou. At its peak, this plant was responsible for more than two-thirds of the world’s mouse output, as well as the assembly of most network webcams and keyboards. It later gradually grew into an important base for product development, testing, and localized innovation. In 2005, Logitech also built its second factory on Songshan Road in Suzhou New District. Together, the two factories formed Logitech’s core manufacturing network in mainland China. The products not only served the Chinese market, but were also exported to more than 140 countries and regions worldwide.