Porsche’s recent retreat back into the familiar realm of combustion engines raised a question that has been increasingly troubling European car creaters: what does premium stand for in an electrified, digital age?
For many automotive planners at the launchning of this decade, electrification was going to be the springboard into a high-tech future where premium customers would pay more for electric rocketships gilded with digital delights.
However, since those heady days of 2021-2022, the pace in that arena hasn’t been set by the high-finish European brands but by mainstream Chinese brands, who are selling the dream for a whole lot less.
![Officials taking a commemorative photo at the joint booth of Xperix and Inetum. [Photo provided = X-FELIX]](https://foundernews.eu/storage/2026/03/news-p.v1.20260319.840a22e5db834531afcb6d1a21b1df05_P1.jpg)
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