People are not being honest about tariffs and most don't really understand them, so I'll supply an example with round numbers.
Nike tennis shoes made in China costs $100 at Big 5 Sporting Goods in the US. That same shoe costs $10 to make in China, so the retail markup is $90. Slap a 100% tariff on the shoe and it now cost $20 ($10 to make plus $10 for the 100% tariff). So the retail can either eat the tariff and make $80 instead of $90 or they can pass the tariff onto the consumer and charge $110 for the tennis shoe. The retailer would really be dishonest if they charged 100% increase for the shoe at $200!! Any company claiming to charge the complete tariff on their products are not being honest with claims of 40% tariffs. It sounds like some parts will increase 40% in price and that's just not true! Believe me, there are a lot of people making big money having product built in China (cheap labor and cheaper materials) and then marking them up big time to sale in the US and Canada.