A few weeks after describing the design of the Ferrari Luce work that a beginner would be better off, Giorgetto Giugiaro is back with a new statement that is sure to spark a reaction in the European auto industry. This time, it’s not Ferrari that’s in his crosshairs, but the entire European auto sector.
At a conference held in Vairano to mark the 70th anniversary of Quattroruote, the renowned Italian designer painted a particularly bleak picture of the future of the European automotive industry. And his words were unequivocal.
«We are no longer the custodians of automotive knowledge»
Alongside his son Fabrizio, Giorgetto Giugiaro took part in a discussion focused on the future of the European automotive industry. The man who designed iconic models such as the Fiat Panda, the Volkswagen Golf, the Lancia Delta, and the DeLorean believes that Europe is deluding itself. In his view, Europe continues to believe it still holds a technological and industrial lead that it has, in fact, gradually lost. Following in the footsteps of Japanese and then Korean automakers, Chinese brands have now reportedly managed to learn from the Europeans before surpassing them.
Giorgetto Giugiaro believes that the center of gravity of the global automotive industry has shifted. In his view, Chinese automakers place less emphasis on the historical value of brands and focus their efforts on the product itself, producing vehicles that are increasingly sophisticated. «Either we wake up, or we’re doomed to disappear,» he warned.
In five years, will there be Chinese cars everywhere?
The most memorable quote of the evening, however, came from Fabrizio Giugiaro. The designer made a prediction that might make some in Europe cringe. According to him, within five years, most of the drivers in the room will be driving Chinese cars. Not because they’ll be the cheapest on the market, but simply because they’ll be better.
According to Fabrizio Giugiaro, Europe would then have only two options: to erect trade barriers, as the United States is currently doing, or to expand partnerships and joint ventures with Chinese automakers.
This perspective is all the more interesting because it comes from a design studio that regularly works with Chinese brands. Fabrizio points out that, despite their large design centers and hundreds of designers, Chinese automakers continue to seek out Italian expertise.
A Critique of European Policy Decisions
The Giugiaro family also points the finger at certain political decisions made in Europe. Fabrizio, in particular, criticizes the planned ban on internal combustion engines, which he considers too abrupt.
According to him, China began investing in electrification nearly twenty years ago, gradually developing an entire industrial ecosystem centered on batteries, motors, and related technologies. Today, Chinese manufacturers have reportedly already moved on to the next stage with solutions such as range extenders.
He also believes that Chinese brands have significantly improved their approach to design by aligning more closely with European tastes, which is contributing to their growing success.
A warning for Italian industry
Giorgetto Giugiaro is also concerned about the future of the Italian automotive industry. He laments the lack of new talent among the country’s engineers, designers, and automotive developers.
According to him, schools are still producing talented graduates, but many are forced to go work abroad due to a lack of sufficient opportunities in Italy. He views this situation as a cause for concern for a country that has long been one of the world’s centers of automotive design.
A few weeks after praising Ferrari’s boldness with the Luce while harshly criticizing its styling, Giugiaro is sending another strong message to the European auto industry. This time, it is no longer the design of a car that is being called into question, but Europe’s very ability to remain an automotive powerhouse in the years to come.
And coming from a man who designed some of the most iconic cars of the 20th century, this warning certainly deserves to be taken seriously.
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