# Bugatti Boss Calls for Less Screens, More Luxury

> Bugatti CEO urges European carmakers to abandon screens and focus on luxury instead of China.
- Title: Bugatti Boss Calls for Less Screens, More Luxury · The Drive
- Summary: Bugatti CEO urges European carmakers to abandon screens and focus on luxury instead of China. Bugatti's president tells Euro car brands to prioritize…
- Keywords: mate rimac, bugatti, european car brands, luxury cars, china, screens, vintage rolls royce, watchmaking, profit, niches, cars, technology
- Source: The Drive — https://thedrive.com/news/bugatti-boss-to-euro-car-brands-ditch-screens-and-focus-on-luxury-not-china
- Author: Jerry Perez
- Published: 2026-10-02T19:01:48+00:00
- Read time: 1 min
- Topics: mate rimac, bugatti, european car brands, luxury cars, china, screens, vintage rolls royce, watchmaking, profit, niches, cars, technology
## Bugatti President's Warning
Mate Rimac, president of Bugatti, warns European carmakers about their design trends and technology choices.

> The European automotive industry is in trouble, and now they’re running around paying tens of millions or hundreds of millions to consultants to get them out of it.
## What Not to Do
Rimac advises against copying Chinese trends like big screens, fewer buttons, and faster recharge times.

> What you should not do is try to do what everyone else is doing and what the Chinese are very hard to beat at; the biggest screens, less buttons, faster recharge times.
## What to Do
Rimac recommends using real leather and high-quality materials instead of digital interfaces.

> Take leather, real materials, real stuff. Stuff like this.
## The Luxury Niche
Rimac compares European luxury to Swiss watchmaking, where 5% of the market generates 90% of profits.

> They don’t make a watch for everyone, but that’s where most of the profit is. They just make 5% of the world’s watches, but 90% of the profits in watchmaking.
## The Chinese Challenge
Rimac warns that European carmakers will struggle to compete with Chinese brands on similar trends.

> And it’s either this or, I think, there won’t be a future, because it will be very hard to compete with the Chinese doing the same they are trying to do.
## Realistic Challenge
Critics note that European brands cannot rely solely on high-end models like the S-Class or Cayenne.

> A company like Mercedes can’t just live on S-Class sales, and neither can BMW, Audi, etc.
## Key takeaway

Bugatti's president tells Euro car brands to prioritize high-end materials over screens and mass-market appeal to avoid Chinese competition.