Mate Rimac, CEO of Bugatti Rimac and founder of Croatian electric-supercar maker Rimac, is urging European automakers to find their own way of competing with Chinese manufacturers. In an Instagram video, he questioned the industry’s reliance on costly consultants to study and reproduce Chinese companies’ approaches, arguing that the focus should instead be on what makes European brands distinctive.
Rimac pointed to large displays, fewer physical controls and fast-charging technology as features that have become prominent in newer cars. He cautioned that copying these trends may lead brands to offer increasingly similar products and weaken their identities. His argument is not that Europe should turn away from electrification, but that competition should not become a race to duplicate every development associated with China.
To illustrate his point, Rimac cited the cabin of the Bentley Arnage, produced from 1998 to 2009. Its physical switches, substantial air vents, black carpeting, leather and wood trim may look dated beside modern digital interfaces. Rimac’s point, as described in the article, is that the appeal lies in how such elements work together to create a coherent, distinctive experience—not in any single feature alone.
He believes European brands could emphasize materials, build quality, attention to detail and personality, appealing to buyers willing to pay for those qualities. The article leaves open whether other executives will adopt that approach.