# Bugatti Gets It: Screens Not Luxury

> European automakers should focus on craftsmanship over tech to compete with China.
- Title: Bugatti Gets It: Screens Not Luxury · Motor1 | Shortify
- Summary: European automakers should focus on craftsmanship over tech to compete with China. European car brands should prioritize luxury materials and craftsmanship…
- Keywords: mate rimac, bugatti, rolls royce, bentley, volkswagen, renault, skoda, bmw, mercedes, chinese automakers, luxury cars, car interiors
- Source: Motor1 — https://motor1.com/news/810875/bugatti-screens-not-luxury
- Author: Adrian Padeanu
- Published: 2026-10-06T06:59:38+00:00
- Read time: 1 min
- Topics: mate rimac, bugatti, rolls royce, bentley, volkswagen, renault, skoda, bmw, mercedes, chinese automakers, luxury cars, car interiors
## European Automotive Industry in Trouble
Mate Rimac argues European automakers should stop chasing Chinese tech trends to regain competitiveness.

> Mate Rimac says Euro automakers shouldn't try to beat China at its own game because they'll lose.
## Rimac's Luxury Solution
Rimac believes European brands should focus on craftsmanship and premium materials instead of large screens.

> This is what luxury used to look like, and perhaps it's something the European automotive industry has lost sight of while chasing the latest tech trends.
## Tech Overload in Cars
Automakers have turned interiors into tech demos with larger screens and touch-sensitive surfaces.

> None of that necessarily makes a car feel more luxurious.
## Rimac's Swiss Watch Analogy
Rimac compares European automakers to Swiss watchmakers focusing on craftsmanship, not cheapness.

> Swiss companies don't try to make the world's cheapest watches. They focus on craftsmanship and exclusivity.
## Mainstream Automakers' Challenge
Mainstream brands need affordable cars that millions can buy, not luxury features.

> You can't solve Europe's competitiveness problem by making every car more expensive.
## Chinese Automakers' Rising Market
Chinese brands are moving upmarket with luxury materials and technology at prices European brands may not match.

> They're moving upmarket, too, and increasingly offering impressive materials, fancy interiors, and technology at prices European manufacturers may struggle to match.
## What Europe Should Do Next
European automakers must find what makes their cars worth buying without copying Chinese trends.

> It needs to figure out what makes its cars worth buying in the first place.
## Key takeaway

European car brands should prioritize luxury materials and craftsmanship instead of large screens and fast charging to remain competitive with Chinese automakers.