When a European company thinks “United States,” it often thinks New York or California. Yet a large share of European investment now goes to the South: Texas, Florida, North Carolina. This is not a fashion. It is about customers, costs and incentives.

Key figures

  • North Carolina: in the first half of 2026, the state announced 19 foreign investment projects from 13 countries, for 3,571 jobs and $2 billion (EDPNC). Germany and Switzerland are among the investing countries.
  • Florida: according to the EU Ambassador to the US, Europe accounts for 60% of foreign direct investment in the state and about 140,000 jobs (WFLX, November 2025).
  • Texas: over ten years, French companies invested $5.7 billion through 83 projects and German companies $9.4 billion through 141 projects, while the UK leads all countries by number of projects (State of Texas, 2023).
  • Nationally, Europe provided 50.2% of new foreign direct investment in the US in 2025 (BEA).

What this means for a European SME or mid-sized company

These figures are driven by large groups. For an SME, the lesson is not “go to Texas,” but “choose your state based on your customers, not on name recognition.”

  1. Start from your customer map. Where are the buyers in your sector? Energy in Texas, life sciences in North Carolina, aerospace and tech in Florida.
  2. Look at real costs. Local taxes, salaries, real estate: the gap between two states can outweigh tariffs.
  3. Use the economic development agencies. Every state has a team dedicated to foreign investors, often with a presence in Europe. They help you find a site and incentives, not customers.

The right state is the one where you will sign your first contracts. That is where to focus prospecting before opening an office.

Our approach at Gershon Consulting

Since 2013, Gershon Consulting has helped European companies enter the US market. We define your ideal customer profile (ICP) in the US with you, including the states and cities where those customers are. We then open qualified meetings with those decision-makers through LinkedIn prospecting and outbound, and provide commercial representation on the ground, even before you decide where to set up.

Book a call with us: https://www.gershonconsulting.com/calendar

Lire cet article en français : Texas, Floride, Caroline du Nord : pourquoi le Sud attire les Européens

Sources: EDPNC, Economic Development Activity Report, 2026 through Q2; WFLX, EU delegation in Florida (November 5, 2025); State of Texas, European economic development mission (July 7, 2023); BEA, New Foreign Direct Investment in the United States, 2025.