According to Vadim Mankov, director of the regional development sector at Vostok Avto.ru Business, among new cars, domestic ones (namely Lada) have recently been in greatest demand, but the “Chinese” are catching up. If 30.9 percent of Russians are ready to buy a Russian car again, then 30.8 percent of car owners want to get behind the wheel of a Chinese car again. But only 12 percent will buy a “European” for the second time.
The high loyalty of motorists to Lada is explained by the availability on the market and the low occupancy of the segment of new economy class cars. Among new Chinese cars, Tank owners have the highest brand loyalty – it is estimated at 41.7 percent. 31.3 percent of owners agree to buy a Haval car again, 27.3 percent of Changan, and 25.6 percent of Geely.
As for models from other countries, the situation is as follows: a German car will be re-purchased by 12 percent of customers, a Korean brand model by 11.7 percent, and a Japanese car by 10.4 percent. The lower figures are due to limited supply and lack of service.
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However, the situation in the secondary market is different. Motorists like used cars from German brands more than from Chinese brands: 37.6 percent of drivers return to them. Brands with a high level of loyalty were BMW (50.9 percent), Mercedes-Benz (46.8 percent) and Audi (38.3 percent). An average of 29.1 percent of motorists want to repurchase used cars from Japan, with Toyota enjoying the greatest loyalty (40.3 percent).
At the same time, Lada is the leader in the secondary market, as well as in the new car market. 64 percent of owners are ready to return to it. But only 26.5 percent of motorists expressed a desire to buy a “Chinese” again.
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