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Who's On Lada: How Models, Sales And Buyers Of VAZ Cars Have Changed

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Who's On Lada: How Models, Sales And Buyers Of VAZ Cars Have Changed
Who's On Lada: How Models, Sales And Buyers Of VAZ Cars Have Changed

Video: Who's On Lada: How Models, Sales And Buyers Of VAZ Cars Have Changed

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Video: Lada in Canada (Made in USSR) 2023, February

As of January 1, 2019, there were 14 million Lada cars in Russia. With a total vehicle fleet of about 52 million vehicles, it turns out that almost every third car is from Togliatti. The prevalence of Lad in our country, according to experts and dealers, is explained by an affordable price, good quality and, as a result, a very large audience. It was 20 years ago, 10 years ago, and it is so now. But how could you have been offering the same product for so many years and staying in the top? Probably, not. At least, there are many examples when the automaker did not keep pace with the development of the world and the evolution of the consumer, having significantly lost its position.

We decided to figure out how Lad and her buyer have changed over the past 10 years, asking the simplest questions: what is sold under the Lada brand, who sells it and how successful it is, what the potential owner of the Volzhsky Automobile Plant has become and why these cars are being bought.

* In preparing the material, information about sales of cars of the Association of European Businesses, data from AvtoVAZ and Avto.ru, information on prices on the official websites of brands were used.

What are they selling

Today you can buy models Grant (hatchback, liftback, sedan, station wagon, Cross), Vest (sedan, Cross, SW, SW Cross, CNG, Sport), XRAY (Cross), Largus (station wagon, station wagon CNG, Cross, Cross CNG, van, van CNG), 4x4.

The lineup has changed significantly over the past few years. After the Samar family left the market in 2013, new affordable models gradually took its place. According to JATO Dynamics, in 2015, Grant accounted for most of the manufacturer's sales (46%), while the shares of Kalina, Priora, Largus and 4x4 were in the range of 10-15%. But in the next 4 years, the rest of the models were pressed by Vesta. At the end of the first half of 2019, 38% of sales fell on Granta, 33% on Vesta, 12% on Largus, 9% on 4x4, 8% on XRAY.


The most affordable car in the Lad line in 2019 is the Granta sedan, which starts at RUB 444,900. (excluding current promotions and discounts). The cheapest Vest costs 606 900 rubles, XRAY - from 614 900 rubles, LadLargus - from 597 900 rubles, 4x4 - from 523 900 rubles.

“LADGrant is our unique advantage due to the most affordable price on the market, and this is an absolutely modern car with a good set of equipment. There are no alternatives for this money,”AvtoVAZ representatives say.

Indeed, the cost of the closest foreign competitors is much higher than Grants, but in the case of the Vest and XRAY models, this difference is not so great: for Renault Logan you will have to pay from 577 thousand rubles, Hyundai Solaris - from 746 thousand rubles, KIRio - from 769 900 rubles., Hyundai Cret - from 957 thousand rubles, KiSportage - from 1,389,900 rubles, Renault Kaptur - from 960 thousand rubles. And only competing with Grantsedan Datsun on-DO (built on the same platform) costs 490 thousand rubles comparable to Grant.

“The automaker has carried out a worthy metamorphosis in time with the design and technical characteristics of the models. With the previous Prior and Kalin we “would not have gone far”. Now, from the point of view of brand development, Lad is confidently moving forward and more vigorously than competitive foreign cars in this price segment, we have something to compare with,”says Olga Bezrukova, marketing specialist of the BORAVTO group of companies.

Who's on Lada: how models changed, sales and buyers of VAZ cars
Who's on Lada: how models changed, sales and buyers of VAZ cars

“The new generation models - Vesta, XRAY, Largus and the updated Grant - have brought AvtoVAZ products closer to foreign cars. Previously, the gap between Russian and foreign cars was expressed in appearance, quality and level of comfort. Now Vestni is in no way inferior to competitors. But at the same time, the price has become the same as that of foreign cars,”says JATO Dynamics car market analyst Sergey Baranov.

Only in the last five years - from 2015 to 2019. - Grant has risen in price by 43% (in 2015 it cost 311 thousand rubles), Vest - by 18% (2016 - 514 thousand rubles), XRAY - by 4.4% (2016 - 589 thousand rubles). rubles), Largus - by 34.6% (2015 - 444 thousand rubles), 4x4 - by 19.6% (2015 - 438 thousand rubles). But competitors also grew in price at a comparable pace: Hyundai Solaris went up in price by 41.8% (from 525.9 thousand rubles), KiRio - by 49.5% (from 514.9 thousand rubles).


The representative of AvtoVAZ notes that the manufacturer traditionally increases prices less than competitors.“We will continue to make every effort to maintain our competitiveness in the future. In this regard, we are constantly working on new special offers, which allows our customers to purchase cars at attractive prices,”he summed up.

According to the official website, Lad is subject to the First Car and Family Car state programs, discounts on trade-in and leasing programs, and seasonal offers. So, for example, the total discount on the LadGrant sedan can be 60 thousand, and as a result the car will cost 382.5 thousand rubles.

“Moving away from the low-cost segment is a purposeful strategy for the automaker. Lowcost does not allow earning, and AvtoVAZ's task within the Renault-Nissan alliance is to be profitable and generate income for the alliance, to be able to cover its needs,”says Sergey Baranov from JATO Dynamics. According to him, the price advantage will be achieved due to local assembly and volumes, and the lineup will approach the middle price segment.



Serial production of Grant began at the end of 2011, the model was supposed to replace the popular among the people "classics" and LadSamara, remain the same affordable, but grow in quality. The name for the new model was chosen at an all-Russian competition, the winner of which was a resident of Krasnoyarsk.

The price of the first generation Grant in the basic configuration was 229 thousand rubles. Two months before the start, applications for the car were received from 20 thousand buyers. Over time, the Grant had airbags, an automatic transmission, body styles and even a racing version. After a facelift in 2018, the Grant family has been replenished with new variations - a station wagon and a hatchback, which were previously in the Kalina line.

Vest and Xray


In 2014, the former president of the auto concern Boo Anderson (2014–2016) in an interview with RBC said that he was going to bring Lad to the world level. When Anderson was asked when a completely updated Lada would appear, he replied - in 500 days. “It will be a great car for Russian conditions. It has a modern design, is comfortable and safe,”said the Swede.

The development of Vest cost the plant 6.5 billion rubles. The car is built on the LadB platform. Serial production began on September 25, 2015, and sales began on November 24. The minimum price for a car was 514 thousand rubles.

The creation of XRAY cost the auto concern 10 billion rubles. The model went into series in December 2015, sales started on February 14, 2016, the minimum cost was 589 thousand rubles.

By the end of 2018, LadVest became the best-selling car in Russia. 108,364 units were sold. (+ 40%), its market share reached 6.4%.

Who sells

In Russia, according to the Russian Automobile Dealers Association, there are about 3300 dealerships selling and servicing cars. The largest service and sales network in the country is still owned by AvtoVAZ - 295 Lada dealers. For comparison: the closest competitors KI and Hyundai have 196 and 188 auto centers, respectively. Most of the "VAZ" dealers are concentrated in the Volga Federal District - 91 DC and in the Central Federal District - 69 DC. The rest of the districts have an average of 20-30 DCs, the least of all - 8 DCs - in the Far East.

But a buyer in Russia could not always come to a cozy car dealership, go for a test drive, drive the car to service and not worry about the safety of the wheels.

Remnants of the 90s

The new service and sales network of AvtoVAZ began to form only in the mid-2000s, and before that the car could be bought from a friend from the plant, from small dealers or from numerous resellers. Centralized sales at that time were based on the following scheme: AvtoVAZ - distributor (direct dealer) - regional dealer. The plant shipped a wholesale batch of cars to distributors, who were already selling them to regional companies. By 2002, the sales of AvtoVAZ were focused primarily on wholesales. The distributor, when receiving the goods, made a 2% markup.Therefore, by the end of the chain, the price could have risen very significantly, because the retailer also needed to make money on the car.

There were regular "leaks" of goods to the side. Dealers recall that in Togliatti there were huge parking lots of "VAZ" cars and hundreds of firms that "specialized" in them. The buyer needed not only to buy cheap, but also to take the car to his city - regional sales were very poorly developed.

Who is on Lada: how models, sales and buyers of VAZ cars have changed
Who is on Lada: how models, sales and buyers of VAZ cars have changed

Despite constant changes in management as a result of criminal wars, the plant tried for a long time to streamline its sellers and, as a result, started a large-scale reorganization. The company realized that with the advent of foreign cars and the growth of people's well-being, demand shifts to a more expensive niche, so they decided to introduce a single corporate identity throughout the network, expand the range of services and standardize work.

In 2005, AvtoVAZ came under the control of FSUE Rosoboronexport (later became one of the assets of Rostec) - this is how a new round of sales and service reform began. On January 1, 2006, the transition from multi-stage deliveries to a single-tier system was launched. Direct contracts were to be concluded with dealers, as was already done in Moscow and Togliatti, and the distributor was part of the regional owners. There were also independent dealers in the market, who received cars directly, but from their side there were complaints about preferences in relation to sellers affiliated with the auto concern. At the same time, quotas and a single selling price for cars were introduced, there was a transition to service according to European standards, the term of dealer contracts and the number of services provided by them increased. In 2006, there were 493 dealers in Russia, but then it was still difficult to talk about the civilized sale of cars.

“In business with Ladya since 2008. Then there were many more official dealers, and they were completely different. Moreover, “gray” sellers, re-export cars (when the exported cars returned to Russia) appeared on the market. Official dealers even then had some standards that they tried to comply with. Another point is that people out of habit went to the markets, to gravel sites, where cars stood in even rows. They chose on the street, paid in the trailer and at the same time believed that they had bought a car from a dealer, without understanding it,”recalls Aleksandr Shaprinsky, Business Development Director of Pragmatica Group.

In 2008, AvtoVAZ became a full-fledged member of the Renault-Nissan alliance, which accelerated the transition of dealers to the standards of work of world brands. But the network was still bloated, because of the crisis, sales of cars fell, there was not enough money, dealers often "ate" each other or went bankrupt. By 2010, the number of dealers dropped to 393 direct DCs.

Despite the external transformation and efforts of AvtoVAZ, the criminal habits acquired in the 90s were still strong in the sales network. In 2011, law enforcement agencies, together with the security service of the auto concern, uncovered car thefts by dealers worth 1 billion rubles, which happened in 2008/2009.

Transition to a new era

The turning point came with the arrival of Bo Andersson in 2014, the man who had just brought another Russian car factory, GAZ, back to life. After cleaning the toilets, he took up the lineup and sales, and then sales. “Strengthening AvtoVAZ dealers and improving the quality of their work will contribute to an increase in Lad's share in the Russian market,” Andersson said at the 2015 annual conference of Lada dealerships.

The warranty for cars and the rates of warranty repairs were increased, spare parts were delivered directly from the factory, the assembly of cars to order appeared, and the marginality of the business increased. In exchange, the Swede forced dealers to invest in the brand's future success as well.

In the same year, the auto concern began a large-scale rebranding of dealers to launch completely new models - LadVest and XRAY.Despite the complaints of some sellers about the increased spending amid the crisis in the car market, the position of the manufacturer was tough: if you do not want to invest in development, you will not sell new Lada, says one of the former dealers of VAZ cars, noting that with those who wanted, but could not, the manufacturer was more loyal. Give more time to rework or subsidize.

Who's on Lada: how models changed, sales and buyers of VAZ cars
Who's on Lada: how models changed, sales and buyers of VAZ cars

After all, it was necessary not only to rearrange the tiles, but sometimes even to rebuild the centers, to change the layout of showrooms and services. At the same time, there was a transition to the corporate gray-orange colors. This helped to distance itself from the "gray" dealers. The total cost of rebranding one auto center was estimated at 5-10 million rubles. By November 25 - the beginning of Vest sales - the first re-registered dealer was opened in Izhevsk. Nicolas Maure, who took over as president of the automaker in 2015, predicted that the new style would be fully implemented by the end of 2018.

“AvtoVAZ was very loyal to the rebranding of the chain, realizing that the network is large and all dealers are different. With the arrival of Sergey Kuteishchikov at AvtoVAZ as director of the dealer network development, an investment bonus began to operate, and an action plan was agreed with each of the dealers to bring auto centers to dealer standards. We did renovations in eight centers in different regions. For each of these enterprises, a project was prepared, agreed with the plant, and for this project we changed not only the external appearance, but also the internal equipment (floor coverings, ceilings, changes in the structure of the building). Our showrooms have become more spacious and taller, so that it is convenient for customers, that the entire model range is on display and that each of the cars can be viewed without fear of touching the other,”Shaprinsky shares his memories. According to him, all interested dealers could use the investment bonus.

As of January 2019, 150 out of 288 working centers were registered according to the new standards. If the remaining dealers do not have time to adjust to the new standards by the end of the year, then they are threatened with termination of the contract, AvtoVAZ warned earlier. At the moment, agreements have already been reached with 230 DCs, says a representative of AvtoVAZ.

“The rebranding of the dealer network made it possible for customers to see new bright colors of cars, comfortable showrooms and recreation areas, to receive clear service and maintenance. It has become more convenient, lighter, cleaner. The brand now has a single face for all, which has been updated along with the brand,”concludes Shaprinsky.


Worked on the image

The consumer audience is influenced not only by the release of models, the flexible pricing policy of the automaker and the developed network of sellers, but also the perception of the Lad brand in society - from advertising to service in showrooms. “Image is the biggest challenge we face. But this problem starts with ourselves, even with our employees,”said the president of the company Bo Andersson in 2015.

It cannot be said that before the arrival of Andersson, AvtoVAZ did not try to get away from jokes about eternal breakdowns and the nationality of the car. In the 2000s, the company asked to write itself in capital letters, then all models began to be called Lada, and not VAZ, then it came to the massive introduction of corporate colors and advertising filming. But in the field, dealers continued to attract buyers with the cheapness of the car and discounts, without taking into account the changing needs and thinking of potential customers.

As Andersson said, in 2014, returning after the end of the Moscow International Motor Show, he saw a huge banner offering a discount on LadKalin of 70 thousand rubles. This made him indignant: “What are we doing ?! You can not do it this way! We are killing our own image”.

After that, the plant will create a unified method of advertising presentation at three levels: federal, regional and local. Dealers must align their campaigns and promotional materials to align with a single brand vision. New cars began to be positioned not through the object itself or the price, but through the lifestyle, driving style.This is how new advertising campaigns appeared: “At home in any environment” (XRAY), “Keeps the word” (Granta) and quite comic, but effective “Time to part with Ne Vesta” (Vesta).


“The main vector was set by the design of the new models. Steve Mattin's X-style as a DNA code can be traced in every model. “New. Bright. Your “- this is about her, about the new Lada. The stake was placed on an audience of young, active and modern Russians, and this goal has really been achieved,”says Bezrukova from BORAVTO.

According to her, today Lad not only looks new, but dealers began to work in a new way, “think in a new way”. Along with the positioning of the brand, the service in car dealerships has changed, it has become less intrusive, but more attentive. Dealers note that the consumer has learned that Lad can be not only cheap, but also stylish and comfortable for them.

“Receiving feedback from regular customers after the reconstruction of dealerships and from new customers who are just buying Lada cars, we heard that they are very surprised and satisfied not only with the new look of the car, but also with the quality of the dealer's services, which was undoubtedly influenced by the look, and new equipment of auto centers ", - adds Shaprinsky.

How is sold

The second half of the year began in the Russian car market with a 2.4% fall in July, and over 7 months, new car sales declined by the same 2.4%. Most brands have weakened. Against this background, Granta's continued sales growth looks almost phenomenal. Vesta, which dropped from first to second place in the top of popular models, gained 10.4% in 7 months. At the same time, XRAY, Largus and 4x4 continued to lose customers. As a result, Lad's sales grew by 2%, and its market share was 21%.

“In general, the demand [for Lada] is moderate, today we are going approximately in the figures of 2018. We see that purchasing activity is declining. Also, sales are influenced by the lack of special offers with a reduced interest rate, the manufacturer's support is not always good enough, but there are trade-in programs and bonuses for the purchase, "KAN AVTO notes. Bezrukova adds that Lad's market share in 2019 shows steady growth, which is facilitated by the flagships Grant and Vesta. According to her, despite the indexation, prices remain competitive, so far this has not particularly affected demand.

“It is interesting that the rapid growth in Lad's sales is accompanied by a decline in the entire market. Therefore, its growth is stimulated not by the appearance of new buyers on the market, but by their overflow from other manufacturers. In fact, Lad “eats away” the market not only from competitors, but also from Renault, which controls AvtoVAZ,”said Dmitry Zharskiy, general director of the Vet expert group.

Over the past 10 years, Lad's share in the Russian market has been on average 20%: the highest rate - 27% - was recorded in 2010, the lowest - 15.5% - in 2014. In absolute sales, the worst year for AvtoVAZ was 2016 with 266,296 vehicles. After 2016, sales of VAZ cars and their market share are steadily growing: in 2018, 360,204 (+ 15.5%) cars were already sold and a share of 20%.


According to Bezrukova, there has always been demand for Lad, and the state programs for utilization, subsidizing loans and others fueled it, but the change in the concept of the car turned everything upside down. “The new models are the bomb that went off. We have such an official slogan "Lad will never be the same again" - and these are very correct words! With the arrival of Bo Andersson at AvtoVAZ, Lad has changed dramatically,”she says. “KAN AVTO” calls the release of these models “a new era of Lada car sales”. “AvtoVAZ is doing everything possible to achieve the goal of 400 thousand new customers in 2019. It's not only about new models, but also about new positioning, advertising, government support for lending programs and strict quality control of production and work of dealerships with clients,”adds Alexey Savostin, Commercial Director of Avtomir Group.

“I think that the main contribution to Lad's success since 2015 was made by the sharp rise in prices for foreign brands as a result of the weakening ruble and the launch of new models - Vest and XRAY. In addition, Grant and Largus were significantly improved, which allowed the latter to strengthen its positions in the small transport market,”says Maxim Khudalov, director of the corporate ratings group at ACRA. According to his forecasts, in 2019 the growth of Lad's sales will be at the level of 1.5-2%.

The demand for Lad is fading over the years

While Lad is stable on the new car market and even shows a slight growth, the situation in the secondary market is not so positive. In the first half of 2019, 627,561 cars were sold, which is almost 5% less than the APPG and almost 4 times worse than the entire secondary market, which fell by only 1.4%. There are five Lada models in the top 10: VAZ-2114, VAZ-2107, VAZ-2170, VAZ-2110 and 4x4. ACRA predicts that by the end of the year, the results may be worse by 1–2% compared to the previous year.

The fall began back in 2018, when 1.393 million Lada cars were sold at the end of the year, which is 3.4% less than in 2017. At the same time, its competitors grew at double-digit rates: Ki- plus 19.7%, Hyundai - plus 11.0%.

There may be several reasons for this decline, experts say. First, this is a general decline in the well-being of the population: people are becoming poorer, not everyone can afford even a used car.

“65% of Russian families have no savings at all. According to an April poll by the Levada Center, there are on average two outstanding loans for every Russian, which makes changing a car not only unprofitable, but almost impossible task. Especially if we are talking about budget brands, the buyer of which cannot boast of high income,”notes Zharskiy from Veta.


In addition, there are fewer available offers on the market, which is associated with a decline in new car sales 4–5 years ago. There are few people willing to buy old cars, and cars aged 1–2 years are expensive.

“There are fewer VAZ cars in the secondary market, while Lada remains a bestseller due to its historically largest fleet. Another point is that the cars that have been sold for the last 5 years are significantly more expensive, therefore, the demand for them is less and it is more difficult to sell them than it was before,”Baranov notes.

The average cost of a Lada car, according to Avto.ru at the beginning of the year, was 172,550 rubles. (at the beginning of 2016 - 136,925 rubles). Now the Samara family is closest to this average estimate: the average price of the VAZ-2110 is 164 thousand rubles, the VAZ-2114 is 136,150 rubles, the VAZ-2112 is 131,526 rubles. But a supported Vest can be bought for an amount from 420 thousand to 789,999 rubles, and the average price tag is 573,733 rubles. The model becomes cheaper by an average of 11% per year, which makes it possible to purchase a four-year-old Vest for almost 300 thousand cheaper than a new one, but more expensive than the “old” models.

In general, the secondary market is also experiencing a decline in purchasing activity. The decline in demand and the refusal to change the car is typical for both the primary and the aftermarket. "And" Lada "in this situation does not get out of the trend," - adds Baranov.

Who buys

Lad's buyer started to change with the brand. If earlier the cars of the Volga Automobile Plant were taken by motorists with a small income or as a workhorse in order to repair them in the garage and buy spare parts in the nearest market, now girls, young people and the wealthier middle class come for the car.

The representative of the alliance points out that now the average age of the buyer is about 43 years old, but thanks to the launch of new models, his rejuvenation is taking place. “Vest and XRAY have undoubtedly expanded our audience, Lad has the largest market share in the last 7 years and continues to grow. With the advent of new models, more wealthy and demanding customers have come to us,”he adds.


Dealers in different regions also see qualitative changes. So, according to Savostin from Avtomir (dealer in Kursk and Yaroslavl), the number of girls driving Togliatti cars has increased, and the audience has become much younger. KAN AVTO adds that the client is becoming more urban.According to representatives of the company, the changes will continue further: a decrease in purchasing power will lead to the fact that customers will become those who have not previously considered buying a Lada, since the car has become of better quality, but remains affordable.

“For 10 years, the Lad's buyer has changed significantly, because both the model range and the pricing policy of AvtoVAZ have changed. If 10 years ago the average price of a VAZ car was 150-200 thousand rubles. and the bulk was accounted for by the cheapest and most primitive "classics", now more than 70% are provided by Grant and Vesta, and the average price has jumped to 650 thousand rubles, "says Baranov from JATO.

Zharsky from Vet calls Grant the most popular car and describes its typical owner as an average Russian aged 40–45, with 1–2 children, living in a small town, earning about 35 thousand rubles. per month, owning his own home and dacha. At the same time, Zharsky does not agree that Lad's audience is changing dramatically with the advent of the new Vest and XRAY models. He points out that today the choice of a car is based on financial capabilities, and Lad remains a car for routine trips, and not to emphasize the desired status.

Khudalov from ACRA agrees that it is too early to talk about a cardinal change of the buyer. “The small number of automatic transmissions is pushing away a significant class of buyers, particularly women and novice drivers. In addition, leaving the low-cost segment in Russia is fraught with the loss of customers and market share. The example of the Ford Focus, which started out as a cheap affordable car and degenerated into a D-class car, eventually leading to Ford's withdrawal from the Russian market, is very indicative,”the expert concludes.

What do owners think of Lad

"Vesta" for me was a kind of gesture

Savva, VAZ-21051 and VestCross, ownership experience - 4 and 1.5 years

My first car was a VAZ-21051, I bought it in 1997. Then he drove a lot, he serviced the car, repaired. But when he sold it in 2001, he said - "Never again!" I bought VestCross in April 2018, before that I heard a lot of good things from my colleagues, went for a test drive myself and was satisfied - excellent chassis, ergonomics, ground clearance, station wagon, spacious interior and decent build quality. I didn't want to take a second-hand foreign car, but it was enough for Vesta even without a loan.

Besides, "Vesta" for me was a kind of gesture - it is nice to buy a domestic car, which is even better than foreign cars in some ways. As a result, I left for it for 1 year and 4 months and was satisfied. Before the advent of Vesta, I basically did not consider buying a car from AvtoVAZ.

It should be noted that dealers have reached a new level of service. But the advantage of the brand, of course, is its availability. Specifically, Vesta Cross has a station wagon body and ground clearance. Once again, I would definitely take it, but with a livelier motor and a clearer gearbox.

"Breaking the pattern" in comparison with the "VAZ classics"

Anton, LadKalin (sedan), ownership experience - about 2 years

“In 2005 I got married, my wife and I realized that it was time to get rid of the old heritage that stood under my windows in the yard. It was the Volga, GAZ 3110, which was purchased back in 2000. In the spring of 2006, we drove along Leningradka, saw an advertising banner along the avenue "Lada Kalina for 225,000 rubles", got interested, drove into a car dealership on Koptevskaya, sat in the car, listened to the manager and decided to take it. After the "Volga" and its regular technical breakdowns, it seemed that this is a real breakthrough: comfort, design, "breaking the pattern" in comparison with the eternal VAZ "classics".

The car was operated every day: we drove around the city, to work, from work, on business during the day. On weekends, we made small trips out of town. I can't say anything bad about the car. During the service life, not a single serious breakdown, only scheduled technical inspections.I was very pleased with the car, maybe I was just lucky with a particular car, but the overall impression does not change.

The XRAY and Vest lines are interesting. Especially Vest and VestSW Cross. It looks great against the background of Koreans, but there was no practical driving experience."

Lad remained for me "Zhiguli"

Yaroslav, VAZ-2109, ownership experience - 5 years

“My first car was a VAZ-2109, which I owned from 2008 to 2013, while I was studying at a university. On average, I spent 2-3 days a week behind the wheel. The nine remained the most affordable vehicle for students, despite the maturity of the model.

In those days, public transport was not as popular and fashionable as it is now, and parking was not yet worth a lot of money. It was also a great learning vehicle. The clutch felt very soft, the handling was agile, and the cabin was roomy. The only drawback of the car is overheating, which had to be eliminated by the "Kulibin" method.

But, unfortunately, the brand never gained popularity in my eyes. Lad remained for me "Zhiguli" ".

Why are they going for Lada

What is behind the "VAZ" cars and why are they buying Lada? Owners, dealers and experts interviewed believe that the main factors that contribute to the popularity of the car are:

    Low price and cheap service

    "The secret of Lad's popularity is simple: it lies in AvtoVAZ's pricing policy," notes Veta's Zharsky. According to him, in terms of technical equipment, VAZ cars are not inferior and are not superior to their Korean competitors, but at the price of Lad is cheaper. It turns out that the consumer votes more with the ruble, and his price level is low. Some Lad owners confirm that they chose on the basis of affordability, and for some it was the first car that could be bought without getting into years of debt bondage.

    Quality growth

    “The build quality has improved, while the simplicity of the design still makes it suitable for garage repairs,” says Khudalov from ACRA. According to him, Lad has versions with “automatic”, which are aimed at the segment of owners of Ford Focus, Hyundai Solaris, KICeed, but at the same time there is a large pool of buyers who choose reliable “mechanics” with a low price. That is, the brand is very massive - everyone can find a car for themselves.

    New image

    The carmaker's job doesn't end when it leaves the assembly line. This is the creation of a new brand image on the market, which includes both working with sellers and reformatting dealerships, as well as advertising, fighting the established image.

In August, Xavier Eger, vice president for quality and customer satisfaction of the auto concern, noted that the judgments of potential buyers about Vesta, Largus, Grant and XRAY are changing for the better, many buyers of the Russian car are satisfied with its capabilities.

“The phenomenon of Lada is that it is a primordially Russian brand that everyone knows. Lada has the largest dealer network, which allows you to buy a car in almost any small town, and there are no problems with either spare parts or maintenance. The popularity of "Lada" among consumers is ensured by its absolute availability and absolute fame. And I must admit that there is a large category of people who prefer to buy their own, Russian,”concludes Baranov from JATO Dynamics.

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