Mate Rimac, CEO of Bugatti Rimac, has proposed that Europe’s automotive industry respond to growing Chinese competition by emphasizing distinctive luxury and craftsmanship rather than attempting to replicate China’s strengths.

Rimac outlined his view in an 86-second video shared on Instagram. He acknowledged the pressure facing European automakers but criticized the idea of spending large sums on consultants to imitate the features and strategies that have helped Chinese manufacturers gain ground.

A different response to Chinese competition

Instead of simply adding larger displays, removing physical controls, or pursuing faster charging, Rimac suggested that European brands could take the opposite approach. He used the interior of a Bentley Arnage as an example, highlighting its substantial air vents, tactile switches, deep-pile carpeting, and real leather and wood.

The Arnage was produced between 1998 and 2009, and its cabin may appear dated by modern standards. Rimac’s point, however, was that its character came from the combination of these details rather than from any single feature. Together, they created the sense of a genuine luxury car.

Finding a specialized position

Rimac compared the potential future of Europe’s automotive industry with Switzerland’s position in watchmaking. His argument is that European automakers do not need to build the majority of the world’s cars to remain successful. Instead, they could focus on a distinct niche and capture greater value through products that are difficult to replicate.

“We need to find our niche,” Rimac said in the video, pointing to the Swiss watch industry as an example. He argued that Swiss manufacturers produce only a small share of the world’s watches while taking a much larger share of watchmaking profits.

The video had accumulated 1.4 million views, 88,000 likes, and more than 2,000 comments at the time of writing. Automotive figures including Chris Harris, Jonny Smith, Harry Metcalfe, Misha Charoudin, and Aziz Drives were reported to have echoed Rimac’s view. Bentley CEO Dr. Frank-Steffen Walliser also commented, jokingly telling Rimac not to disclose Bentley’s strategy.

Rimac’s proposal differs from calls by other industry leaders for tariffs or bans on Chinese vehicle competition. Rather than restricting those products, he is advocating a stronger focus on the qualities that could make European cars meaningfully different. Whether other automotive executives adopt that approach remains uncertain.