Europe is in danger of choosing protection over product.

While Volkswagen Group and BMW Group have warned about the consequences of tariffs, the European Commission is still being lobbied hard by an industry that should be asking itself a more uncomfortable question:

Why are Chinese EVs often so much cheaper in the first place?

This is not just about subsidies.

It is also about speed, supply chains, and Europe’s long habit of prioritising margin over mass-market innovation.

And all of this is ultimately being paid for by European consumers, who are left with fewer affordable choices and higher prices.

Reference: Reuters, citing A2MAC1 - Decode the future, reported a BYD Dolphin at about $35k in Europe versus about $15k in China.

Tariffs may buy time.

But time for what?

If Europe uses that time to build better, simpler, cheaper cars, good.

If it uses that time to defend old cost structures, then we are not protecting industry.

We are taxing competition.

I want European manufacturers to win.

But not by closing the door.

By building products people actually want at prices they can actually afford.

Are tariffs giving Europe time to innovate - or just delaying the moment of truth at the expense of consumers?

And what does the customer really gain if cheaper, better product is kept out?