Technology openness is not protection of the status quo

“Technology openness” is the buzzword of the moment. Germany and France want to further soften the EU’s 2035 phase-out of combustion engines. In return, European suppliers would receive preferential treatment for subsidies and public tenders. The SPD is pushing back. That is the state of play as of October 8. But the question behind it goes further: is this openness, or clinging to the familiar?

Not a ban, but a price tagThe EU requirement is a fleet target. From 2035, the target value is 0 g CO2 per kilometer. Exceeding it costs €95 per gram per vehicle. In December 2025, the European Commission already proposed lowering the target to 90 percent. Germany and France want to go further still. So combustion cars will keep driving after 2035. The question is what they will cost.

The market isn’t waitingAccording to BNEF, China will reach around 64 percent of new car sales in 2026, battery-electric and plug-in hybrids combined. Globally, the figure is about 27 percent. Those who scale early learn faster. Costs fall, software matures, partnerships grow. Autonomous driving offerings are also multiplying worldwide. Whether they will take hold remains open. What is clear: tomorrow’s platforms are being built now.

The objections are validThe transition isn’t happening at the same pace everywhere. In the US, BNEF expects EV sales to fall 19 percent in 2026. Combustion vehicles are still financing the transformation today. Suppliers need time. Hydrogen may play a role for commercial vehicles. Switzerland is planning a refueling network for them along its national highways. These arguments justify transition periods. They do not justify standing still.

Won on paper, lost in the marketChristina Kunkel puts it in a nutshell in the Süddeutsche Zeitung. What if manufacturers keep building combustion cars that soon hardly anyone wants? Then they would have won on paper. In the market, they could still lose. Regulation can buy time. It is no substitute for a strategy.

What real technology openness meansTechnology openness means being open to the new, not preserving the old. That’s why transitions need clear rules: firm deadlines, clear conditions for exemptions, regular reviews. Protecting the home market can create room to learn. But it has to come with obligations in return.

What this means for brandsClear decisions create clear profiles. Trying to serve everything at once blurs your identity. Especially in times of upheaval, customers look for orientation. A strong positioning therefore requires a deep understanding of the people it is meant to reach.