Mate Rimac urges European automakers to prioritize luxury over digital tech

Mate Rimac, President of Bugatti Rimac Group, has issued a critique regarding the strategic direction of the European automotive industry. In a video shared on social media, Rimac argued that European manufacturers are making a mistake by attempting to compete directly with Chinese companies on technological specifications, such as larger digital screens, the removal of physical controls, and faster charging speeds.

Rimac suggested that instead of chasing digital trends and infotainment dominance, European brands should focus on their traditional strengths: luxury, craftsmanship, and high-quality materials. He cited the Swiss watch industry as a successful model, noting that while Switzerland does not produce the majority of the world's watches, it maintains a highly profitable segment through identity and artisanal quality.

Using a classic Rolls-Royce interior as an example, Rimac emphasized the importance of tactile elements like leather, wood, and metal to create a sense of luxury. He cautioned that European makers are unlikely to outproduce Chinese competitors in display technology or infotainment, and therefore should pivot toward a unique identity centered on premium material quality and physical design elements.