Rexecode-SKEMA study on competitiveness: French exports appeal… Except when it comes to price

According to the 2025 Rexecode-SKEMA study on the competitiveness of French exports, France continues to be penalised by a price competitiveness gap, despite well-recognised strengths in quality, design and brand reputation. The electronics sector stands out positively.

French industrial products continue to face challenges in their positioning on the international stage. This is the key takeaway from the 2025 edition of the Rexecode-SKEMA study on the competitiveness of French exports. Conducted among 480 importers in six European countries (Germany, Italy, Spain, France, Belgium, United Kingdom), the survey offers an unfiltered assessment: while France retains a strong reputation for quality, this alone is not enough to justify its very high prices.

Value for money still lacking

Ranked 7th out of 10 for value for money, France trails behind its German and Italian neighbours, who are better positioned on this key indicator. The high cost of French products remains a major obstacle to their wider diffusion, with France ranked 8th on the price criterion. Conversely, France's non-price competitiveness is deemed robust (3rd place), driven by perceived quality, design, associated services and brand awareness.

“These results highlight a recurring issue in international trade: competitiveness cannot rely solely on pricing. It is perceived quality, technological innovation, and trust in the offer that make the difference in the long run. To have a lasting impact on global markets, French industry must continue to invest in these value-added dimensions,” explains Laurent Ferrara, Professor of International Economics at SKEMA Business School and President of the International Institute of Forecasters.

Electronics: a French area of excellence

One notable exception emerges: electrical and electronic equipment. In this strategic sector, France ranks 1st globally for value for money, thanks to a balanced position between non-price perception (3rd) and a cost considered reasonable (6th). This performance stands in stark contrast with more modest results in intermediate goods or mechanical equipment.

This dynamic is all the more encouraging as it reflects an improvement trend since the last survey in 2021. In electronics, France has gained 7 places in ergonomics and design, 3 in brand awareness, and the same in offer diversity. Perceived quality remains stably high (3rd place), behind Germany and Japan.

A strategic tool for reindustrialisation

Beyond sectoral diagnostics, the joint report by Rexecode and SKEMA Business School aims to provide public and private decision-makers with a practical framework for analysis. By mapping the precise expectations of European buyers—quality, innovation, lead times, services—the study intends to support the reindustrialisation efforts of the French economy.

“As protectionist measures increase, non-price competitiveness is a decisive factor in ensuring the resilience of our exports against tariff barriers. Our study offers an objective view of the positioning of French industrial exports across all non-price characteristics. It thus sheds light on our ability to embed reindustrialisation within a long-term perspective,” notes Olivier Redoulès, Director of Studies at Rexecode.

In a context of shifting value chains due to ecological and technological transitions, France’s ability to combine excellence, innovation, and cost control will be key to sustainably improving its trade balance.