Rimac Boss Says European Car Manufacturers Can’t Beat The Chinese

Croatian car entrepreneur Mate Rimac said that European car manufacturers cannot surpass companies from China in direct competition, but that they should develop their own niche.

Speaking to the newspaper Automobilwoche, Rimac stated that European manufacturers cannot beat Chinese competitors by competing only in price, production of electric drives, or certain technological solutions.

Mate Rimac offered a compelling analogy to illustrate his point, likening the current predicament of European car manufacturers to a hypothetical scenario where the luxury Swiss watchmaker Rolex attempts to compete head-to-head with the American technology titan Apple; he argued that just as a prestige mechanical watch cannot win a price or feature war against a mass-market digital powerhouse, European automakers must abandon the futile attempt to out-compete Chinese firms on volume and basic technology, focusing instead on defining unique, high-value market niches where their distinct heritage and expertise can truly flourish.

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