This thesis attempts to define competitive advantage, the principles of achieving competitive advantage, and generic business strategies, emphasizing the differentiation focus strategy. The aim and purpose of the thesis is to analyze and demonstrate how the company Rimac Automobili d.o.o., in the continuation Rimac Automobili, achieves a sustainable competitive advantage through differentiation focus strategy. Through the analysis of secondary data, mainly publicly available annual financial statements and the official website of Rimac Automobili, it can be concluded that the basis for the sustainable competitive advantage of the mentioned company is innovation, i.e. continuous investment and development of technology and technical solutions in accordance with the long-term goal of the company, which includes the aspiration towards domination in the segment of high-performance electric cars as well as towards the market position of an international leader in drive system technology industry. Along with the previously mentioned technology and its implementation in the business processes, what can also be highlighted in terms of key elements for building the company's competitive advantage are competent employees, cooperation with strategic partners, investments in the development and production of electric and hybrid car components and distribution and marketing channels. By analyzing the company, it can be concluded that Rimac Automobili successfully implements differentiation focus strategy while simultaneously developing and investing in its own abilities and comeptencies, and offers targeted consumer groups unique, high-quality products that meet the specific needs and preferences of the target segments.