In the first three months of 2025, the largest Russian automaker lost 38% of sales compared to the same period last year. It is worth recalling that the company also ended the entire 2024 with a 30% decline. During the quarter, dealers managed to sell approximately 100 thousand cars, while a year earlier almost 150 thousand units were sold during the same period.
What is the reason for such a sharp decline? Obviously, the main problem lies in the very approach to creating so-called "people's" cars: they still believe that the main thing is more metal and plastic, not driver convenience. Even a significant price reduction failed to stimulate demand to the expected level.
It seems that the manufacturer's management did not take into account that between cheapness and quality there is another important criterion — the justification of the purchase. This is probably what is missing in their strategy. In January-March 2025, the plant sold less than half of the planned volume, so now they are counting on a revival only after the release of new models, which should appear closer to the end of the year.
Thus, the question of the revival of AvtoVAZ remains open. As practice shows, endless cheapening does not make cars more attractive. But Chinese brands, it seems, have every reason to celebrate: their affairs in the Russian market are going surprisingly well.
