Europe's Only Weapon Against Chinese Cars is Not What You Think it is

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Yes, the European car industry is doomed IF it tries to compete with China in the things in which china is good. And so is any other car industry that tries to do the same without the protection of tariffs.

When it comes to manufacturing speed, quantity and cost effectiveness china is unbeatable. Nobody can pack more screens, more equipment, more cameras, more power, and more “luxury” into a car for less money.

The way we buy things has also changed in a way that favors Chinese cars. Brand loyalty and word of mouth marketing simply doesn’t matter as much anymore. Our decisions are now mostly devoid of emotion and intuition. Buying a chinese car is like going on amazon and buying something from one of those amazon brands with weird names. You never heard about any of the brands and you couldn’t care less about them but they have good reviews, the price is great and they have the features you want.

Something else that is really helping the Chinese is the fact that German car makers, the ones that had the greatest financial and technological capacity to respond to the onslaught of Chinese EVs decided to do something really stupid.

They have treated EVs as if they were not cars at all but some sort of weird separate alien toaster entity.

Mercedes did the EQ thing. BMW did the I thing and Volkswagen did the I.D. thing. Different design language. Different branding. A completely separate model line-up that threw away all the inherent strengths of German car makers and decided to stoop to a different level and play a game whose rules were defined by Tesla and later Chinese brands.

Unsurprisingly, all three of these idiotic sub-brands became a financial failure.

But for some reason traditional car makers have always been like this. They treat an electric or electrified drivetrain like an entirely different type of vehicle. I guess it’s like that from the perspective of manufacturing but the perspective of manufacturing should not be reflected onto the buyer. Just look at the Toyota Prius. It took them five generations to realize a Prius doesn’t need to look weird and derpy just because it’s a hybrid. Bmw has only recently realized that a 3 series means premium, sporty, desirable. People still want the 3 series. A fully electric drivetrain needs to be just another option in the 3 series model line up. Not a separate, ugly, tesla wannabe sub-brand.

But the 3 series is still very expensive. This is why Premium manufacturers will be most hurt by Chinese makers. They will keep their core die hard fans, but everyone else will eventually shop for a car that offers similar amounts of tech, power, luxury and equipment for half the price.

At the same time the rise of ev-s means that a hundred years of combustion tech experience is no longer a major advantage. The playing field has been leveled. You don’t need a meticulously engineered twin turbo inline six to develop big power now. Anyone can slap a big battery and big motor onto the car and make 500 horsepower. And reliability is also gone, it’s gone for everyone, there’s so much electronics now that infotainment and software glitches are an industry wide problem that almost all cars suffer from. Overall, German car makers have lost a lot of their traditional advantages.

But the French and the Italians have not! They realized it and have started to play their cards right because they finally remembered they have style.

Nowadays Technological advantages don’t last. New tech gets copied almost instantly. But you can’t copy style. You can buy luxury but you can’t buy style. You can imitate someone’s elses style but that won’t make you stylish. Style is intrinsic, difficult to define and impossible to quantify. You either have it or you don’t.

And Europe is the world’s capital of real style. No other continent has produced the same number of iconic cars and more importantly no other continent has ever managed to produce as many affordable yet at the same time fun and desirable cars.

This is something that can’t be said about the budget offerings from other continents, which are in most cases simply depressing and make you look poor.

Let’s compare the Renault 5 to the BYD Dolphin. The price is almost the same but the Dolphin gives you more power, more range and more equipment. Despite that I would go for the Renault 5 10 out of 10 times because this looks like a tortured cyber hamster and nothing like a Dolphin. It is the perfect representative of the unpleasant present full of bland generic slop car designs. It is the automotive design equivalent of watching paint dry.

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