Image Credit: Bugatti.European automakers are spending fortunes trying to figure out how to compete with China's rapidly advancing car industry. Mate Rimac thinks they're asking the wrong question.The Bugatti Rimac CEO and Bugatti president believes European brands will struggle to win a race against Chinese manufacturers on screens, charging speeds, and other technology. His proposed alternative is surprisingly old-fashioned.Rimac made his case from inside a vintage Rolls-Royce, surrounded by leather, physical controls and traditional craftsmanship. Rather than talking about software or battery technology, he repeatedly pointed to the materials around him.The comments came in a video posted to Rimac's Instagram account, where he offered some unsolicited advice to Europe's auto industry. He joked that his solution could save manufacturers the tens or hundreds of millions they're paying consultants.Stop Chasing Bigger Screens"What you should not do is try to do what everyone else is doing and what the Chinese are very hard to beat at," Rimac said, pointing specifically to bigger screens, fewer buttons and faster charging.His argument is that European automakers should concentrate on the qualities that historically separated their products from cheaper competition. That means real materials, tactile controls and craftsmanship rather than trying to match every new piece of technology offered elsewhere.It's an interesting argument at a time when enormous displays have become common even in expensive European cars. Physical buttons, meanwhile, have disappeared from many cabins as manufacturers move basic functions into touchscreens.Rimac Thinks Europe Needs A NicheRimac went further, questioning whether European manufacturers can continue trying to build cars for everyone. Instead, he thinks they may need to concentrate on segments where heritage, craftsmanship and brand identity carry greater value.He compared the idea to Switzerland's watch industry, which doesn't dominate global watch production by volume but has built an extremely profitable business around premium products.There's an obvious complication. Large manufacturers such as Mercedes-Benz, BMW and Audi depend on far greater sales volumes than Bugatti, and abandoning mainstream segments isn't a simple option.Still, Rimac's main point isn't difficult to understand. If European brands can't beat Chinese automakers at their own game, copying their approach may only make European cars less distinctive.For enthusiasts tired of climate controls buried in touchscreens, his proposed cure of fewer displays, more buttons, and interiors that actually feel worth paying extra for probably sounds appealing.If you want more stories like this, follow Guessing Headlights on Yahoo so you don't miss what's coming next.
