Bugatti chief: European carmakers should keep their own identity rather than copy China

Mate Rimac, head of the luxury sports car maker Bugatti, believes European carmakers should not try to beat Chinese manufacturers in the area where they are already strong. In his view, Europe should look for different strengths: luxury, quality, design and handcrafting.

Rimac notes that in recent years car interiors have increasingly become technology showcases. Screens keep growing, physical buttons are disappearing, and manufacturers compete on charging speed and other technical capabilities. But a bigger screen or more computing power does not necessarily mean more luxury, he argues. As an example, he points to classic Rolls-Royce and Bentley cars, whose opulent cabins are built from leather, wood and careful finishing.

The Swiss watch example

Rimac thinks Europe should follow the Swiss watch industry. Swiss makers do not try to produce the cheapest watches in the world; they concentrate on quality, mastery and exclusivity. Brands such as Bugatti, Rolls-Royce and Bentley can take a similar path.

Not a fit for everyone

Still, this strategy cannot be applied to the entire European car industry. Manufacturers such as Renault, Škoda or Volkswagen cannot turn every model into a luxury car, because most buyers need a practical, affordable vehicle. Moreover, Chinese manufacturers no longer offer only cheap cars with big screens: they increasingly compete on design, materials and technology as well.

Rimac's main point is therefore broader: Europe should not blindly copy Chinese technological solutions, but understand what makes its own cars special and why people should want to buy them. Bugatti's answer is exclusivity and craftsmanship, while the rest of the European car industry has yet to find its own way.