Europe’s elite can thrive on life of luxury - Christine Buckley
Last week the European Commission, automotive trade bodies and unions drew up plans to help Europe’s car industry to raise its game in the face of tougher competition from Japan. The European car market has been flat recently, but, despite one or two big corporate overhauls, Europe’s leading carmakers are not in need of significant roadside assistance. The real strength of European carmakers is in the top end of the market, according to Garel Rhys, of Cardiff University: “Europe’s competitive advantage is as the global centre of upmarket cars. Lexus [made by Toyota] is good, but it is not yet in a position to challenge the European luxury brands.”
Professor Rhys also believes that Europe, in particular Britain, has a strong reputation for design. He calls the UK the “Silicon Valley of European design” for its expertise in motor racing and related fields.
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