Europeans failed the IQ tests which checks if they understand ability to sell the same quality product at a much lower price also means ability to sell a much higher quality product at same price.
For years they were convinced the competition is only for mass market vehicles, they really bought into the delusion that their brand has intrinsic value without the need to back it up with actual products, and even now they still think it's a cost problem even as they're losing on both high and low end, because it's really a value problem.
Without solving value, cutting cost just means you build a shitbox that further destroys their brand, this is exactly what's happening.
The only good and realistic advice quoted in the entire article is, basically, to move to China and become Chinese.
