The Swiss Watch Strategy: Why Legacy Automakers Must Pivot To It Now…Or Be Crushed By Chinese EVs

The current regulatory approach attempts to achieve this by prescribing a particular drivetrain mix, but what if it just mandated a target? This raises a strategic question: what if, in the long-term, legacy automakers simply ceded the mass market entirely to China?

What if, instead of diluting themselves across a broad, value-sensitive product portfolio, they concentrated on what they do best, and have done since their inception: selling emotion at a premium?