In 2017, European Commission President Jean-Claude Juncker declared the reindustrialization of the European Union (EU) a top priority. The new EU industrial policy seeks to boost industrial competitiveness and leverage investments into manufacturing, thereby increasing industry's share of EU Gross Domestic Product (GDP) to 20% by 2020. What may appear to be a Keynesian industrial policy and thus a move away from the EU's previous neoliberal agenda, however, seeks to calibrate a further neoliberal structural adjustment in a highly authoritarian fashion. Internal devaluation through devaluing labour, intensifying competition and reducing corporate taxes takes centre-stage. As an auxiliary to the European Semester, national productivity boards have been established to monitor wage developments alongside labour productivity and to suggest policy adjustments when cost competitiveness lags behind the Eurozone average and that of the main trading partners. Not only have formal democratic institutions and organized labour been circumvented in the decision-making process regarding such boards, they will have little voice in the future, and this an area that hitherto fell largely within the scope of member states: wage bargaining. Hence, the new EU industrial policy needs to be discredited, de-legitimized and thus, politicized. A political counter-project, rooted in an alternative industrial policy geared towards fostering horizontal and democratic solidarity economy initiatives which have proliferated since 2008, is discussed in the article's closing pages.