Mate Rimac urges European automakers to compete through distinctiveness

The Bugatti Rimac chief argues that European brands should build on their own luxury strengths instead of imitating Chinese competitors’ approach to vehicle design.

Source: Motorpasión México2026-10-131 min read

Wikimedia Commons

Mate Rimac, CEO of Bugatti Rimac, says European automakers should respond to rising competition from China by developing a clearer identity rather than copying the features Chinese manufacturers have made their strengths. In an Instagram video, he questioned the spending of large sums on consultants to reproduce competitors’ ideas.

Rimac pointed to larger screens, fewer physical buttons and faster charging as areas where Chinese brands are strong. He suggested European companies could instead emphasize craftsmanship and traditional luxury. To illustrate the contrast, he used the Bentley Arnage, highlighting its solid air vents, tactile switches and genuine leather and wood. The model was produced from 1998 to 2009.

For Rimac, the appeal of the Arnage lies not in any single feature but in how its materials and details work together. He compared the opportunity for European carmakers to Switzerland’s watch industry: Swiss producers account for only a small share of watches sold worldwide, he said, yet capture most of the industry’s profits. His proposal is to find a similarly differentiated niche for European cars, rather than seeking to make products for every buyer. The article presents this as an alternative to calls for tariffs or bans, and notes that the idea runs counter to the industry’s current direction.

This is an original summary compiled and translated from the source below, not a direct translation of it.

Source: Motorpasión México →How we compile the news →

One email a week on Chinese cars abroad

The market roundups and the export brief — thirty outlets read for you. Free, unsubscribe any time.