The Russian car market in 2024: what do Russians buy?

According to a study by SAPPA ROMIR, the Changan brand is one of the most popular among Russian consumers: 48% of all those who want to buy a car are considering it. LADA is at the bottom of the list, accounting for 11%. This indicates a redistribution of preferences towards brands that are new to the Russian market (according to potential buyers).

It is interesting that Hyundai occupies a leading position in the rating of car owner satisfaction, standing out in terms of appearance, comfort and durability. And this is despite the fact that the brand left the domestic market in 2022. On the contrary, LADA demonstrates the lowest level of satisfaction, citing extraneous noise, high price and quality of interior trim among the main disadvantages.

There is a noticeable flow of customers from the Korean brands that left the market - Hyundai and KIA - to other brands. Chery stands out in particular, having managed to attract a significant portion of customers previously loyal to LADA, Hyundai and KIA. There is also a flow of customers from LADA to Chery, Omoda and Geely.

“The market is demonstrating adaptation to new realities. Consumers are actively looking for alternative options, and the key factor in this process is appearance and design. The return of “old” brands is not a guaranteed forecast, but it cannot be ruled out either. The observed trend towards an increase in demand for car maintenance services is associated with the wait-and-see attitude of car owners, who are postponing the purchase of new vehicles until the market stabilizes and pricing conditions improve. In addition, the recent strengthening of the national currency against the dollar has suspended purchasing activity, as potential customers expect a possible decrease in the cost of cars,” comments Lyudmila Fukova, Senior Director of Customer Service at ROMIR.

In conclusion, the situation on the Russian car market is dynamic and requires constant monitoring. SAPPA ROMIR research data allows us to be competitive, monitor trends and adapt the strategies of manufacturers/dealers to changing customer requirements.