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AvtoVAZ Monopolized The Market Of Station Wagons

2024

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Video: AvtoVAZ Monopolized The Market Of Station Wagons

Video: AvtoVAZ Monopolized The Market Of Station Wagons
Video: «ВИС-Авто» - дочернее предприятие АО «АВТОВАЗ». 2024, March
AvtoVAZ Monopolized The Market Of Station Wagons
AvtoVAZ Monopolized The Market Of Station Wagons
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Practical choice

Station wagon cars are gaining more and more popularity among Russians. According to Avtostat, today “sheds”, as the people call these cars, account for slightly more than 6% of the Russian car market, although in 2008 their share was less than 3.5%.

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“More and more customers are paying attention to station wagons because of their practicality,” commented Ford Sollers in the public relations department. - On the one hand, this type of body will be appreciated by buyers with traditional needs for luggage space for traveling to the country, family people, small business owners. On the other hand, we see more and more young clients leading an active lifestyle and keen on sports who need to transport skis, snowboards, equipment, or who prefer to travel by car.”

According to Opel PR manager Nazeli Atabekova, the increase in the share of station wagons is due to the growth of the middle class of customers, as well as the influence of European market trends. “Consumers who buy a station wagon value practicality, dynamics and design in a car. At the same time, they are not ready to overpay for an SUV because of higher fuel consumption and worse handling,”she says.

It is worth noting that station wagons, along with SUVs, are today a growing segment in the Russian car market, while the share of sedans and hatchbacks has been steadily declining in recent years. “Convenient station wagons worth up to 1 million rubles. “This is a good alternative to more expensive crossovers and less roomy sedans and hatchbacks,” said Alexey Kuprin, PR manager at Chevrolet. According to him, the station wagon is a car for those who lead an active urban lifestyle, as well as a quiet suburban, who love to travel, or for those who have a fairly large family with children.

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However, despite the growing popularity of station wagons in Russia, this segment is still a niche. For example, in the European market the share of such cars is twice as high - more than 12%, say the European Association of Automobile Manufacturers (ACEA). “The main choice of the European buyer is the station wagon on the 'mechanics', often with a diesel engine. We have a much smaller share of station wagons, with preference being given to an automatic transmission, since cars are more often used in cities where traffic is very active. The share of diesel cars is also less in comparison with Europe,”says Nazeli Atabekova.

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For many years, the station wagon segment was represented in Russia mainly by VAZ “fours”. However, the boom of foreign cars, which began in 2007, has significantly expanded the selection of models with this body - today they are present in the lines of most mass automobile brands.

“Previously, the number of station wagons in the Russian market was very limited, people simply did not know about their existence and did not understand why to buy them. I believe that the increase in demand for these models is caused by their popularization by many automotive brands in recent years, - says Alexey Kuprin. - That is, if earlier the owner of a sedan, thinking about acquiring a more capacious and practical car, chose the car exclusively in the crossover and SUV segment, now now, between these segments, another strong and confident competitor appeared in it - the universal, which is no less comfortable and also often more affordable. Speaking about universals, one should not forget about the adjacent segment of minivans, which, like no other segment, is similar to universals and, in our opinion, has no less potential for growth in Russia.”

According to experts, another impetus for the growth of the station wagon market was the development of small businesses, where such cars are often used as an alternative to LCV. Among station wagons, the share of corporate customers (primarily taxis) is growing every year, market participants confirm.

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However, station wagons in our country are considered, first of all, as family cars. According to statistics, the typical owner of a station wagon in Russia is a family man of 40-50 years old with children, while the car is the only one in the family.

“The target audience of station wagons is families with children who don’t need excessive folly and value the stability, confidence and reliability of the car, rather than driving emotions. These are people who value comfort and safety along with the ability to transport significant volumes of goods to the cottage, out of town or on vacation,”confirms Alexey Kuprin.

Meanwhile, more and more young people choose station wagons, which, for example, are most suitable for outdoor activities and caravanning. “Previously, the wagon was associated more with summer residents, but now we are witnessing an increasing trend for the prevalence of European specifics. The target operation at the present time is trips to nature, active lifestyle, fishing, etc.,”the press service of Kia Motors Rus noted.

Three out of four - Lada

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For 10 months of 2014, sales of station wagons in the Russian market, according to Avtostat, amounted to 115, 150 cars, which is 5.5% lower than the figure for the same period last year. Even with the cessation of sales of cheap “fours”, AvtoVAZ retains absolute leadership here. The Lada Largus, Kalina and Priora models with this body type account for more than 75% of all sales in the segment.

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At the same time, only Largus (from 398, 000 rubles) occupies almost half of the station wagon market - in January-October 2014, the passenger version of this model sold about 54.1 thousand cars. And the share of Lada Largus in the LCA Entry segment according to the results of 10 months of this year reaches 97%. As noted in the press center of AvtoVAZ, the universal format of a car, combining the wide possibilities of its use for everyday trips and transportation of bulky goods, determines the absence of direct competitors and the leading position of Lada Largus in the market.

At the same time, demand for Lada Largus continues to grow, despite the general decline in the Russian car market. So, according to the results of 10 months of 2014, the sales growth of this model exceeded 17%. According to AvtoVAZ, the new Cross modification (from 485, 000 rubles) will help support the success of Lada Largus, which, according to VAZ marketers, can take up to 15% of the model’s sales.

“The Lada Largus Cross introduced to the market is aimed at potential customers interested in acquiring a comfortable roomy all-terrain wagon with enhanced capabilities for using Russian roads and off-road in real conditions. Increased ground clearance and a practical solution for additional protection of external elements of the body, alloy wheels with a diameter of 16 inches with tires of increased dimension are today popular options for a passenger car, and our company offers the appropriate product,”the press center of AvtoVAZ said.

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The second place in the ranking of the most popular station wagons is held by Lada Kalina (from 338, 300 rubles), whose sales in this version of the body amounted to 31.4 thousand cars for 10 months of 2014. It is worth noting that the Kalina station wagon is more popular than the hatchback of this family, which, recall, is available in two body styles. As they say at AvtoVAZ, Lada Kalina in the station wagon body is, in fact, a more spacious hatchback with an increased volume of the luggage compartment. Therefore, in the demand structure, the share of station wagons is slightly larger and amounts to about 60% of the total sales of the Lada Kalina family.

But sales of the Lada Priora (from 402, 900 rubles) are noticeably lower - in January-October, about 3 thousand Russian buyers chose this model wagon, which, however, is comparable to the sales figures of foreign cars popular in this segment. “The Lada Priora family of cars is a classic example of a calibrated and balanced supply in the Russian market, which has been in steady demand for many years. Along with regular updating of the complete sets of the Lada Priora model, our company introduces new models to the market with improved consumer and price characteristics,”commented in the AvtoVAZ press center.

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Kia cee'd and cee'd SW cars are more affordable

Among the station wagons of foreign brands, the Kia cee'd SW is the leader by a large margin (from 664, 900 rubles). For 10 months of 2014, Russians bought about 8.9 thousand of these cars, which is 35% of the cee'd family's sales. According to the press service of Kia Motors Rus, the station wagon is popular, first of all, due to the optimal price-quality ratio, as well as attractive design. “According to research by Kia marketers, it is the design that is the main reason for buying cee'd SW, in this regard, the price is a little fading into the background,” the company said.

The second place among foreign-made station wagons is the Ford Focus (from 761, 000 rubles) - its sales in January-October this year amounted to more than 3.8 thousand cars. According to Ford Sollers, the station wagon version is chosen by about 15% of Russian Ford Focus buyers. According to the press service of the company, the station wagon is the most practical representative of the Focus family, possessing wide possibilities for transforming the passenger compartment and trunk, the volume of which varies from 476 to 1502 liters. At the same time, it remains one of the most technologically advanced cars in the class, offering a choice of many options.

The Chevrolet Cruze station wagon is slightly less popular among Russians (from 707, 000 rubles) - for 10 months of this year, about 3.2 thousand buyers opted for it. Sales of the Opel Astra Sports Tourer station wagon (from 764, 400 rubles) for the same period amounted to 2.5 thousand cars. Closes the "five" of the most popular station wagons of foreign brands Skoda Octavia Combi (from 770, 000 rubles) with an indicator of 1.8 thousand cars sold.

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