Mate Rimac, head of Bugatti, suggests that European automakers should pivot away from competing with Chinese manufacturers on screen size and charging speeds. He argues that the industry has become overly focused on tech-heavy interiors, often replacing physical controls with touch-sensitive surfaces.
Rimac proposes that European brands adopt a strategy similar to the Swiss watch industry, prioritizing craftsmanship, premium materials, and exclusivity over mass-market tech features. He notes that a 12-inch display is a commodity that can be found in both €30,000 and €300,000 vehicles.
However, this luxury-focused approach is not a universal solution for the entire European automotive sector. Mainstream manufacturers like Volkswagen, Renault, and Skoda rely on high sales volumes and must provide affordable, practical vehicles to a broad consumer base.
The competitive landscape is further complicated by Chinese automakers who are increasingly moving upmarket. These companies are now offering high-quality interiors and advanced technology at price points that European manufacturers may find difficult to match.
