Customer satisfaction with a car brand hinges on both the buying experience and the aftercare service. A research group, Romir, measured satisfaction for these two components only. The data were gathered in spring 2022 from a sample covering 320 car dealerships across Russia.
The survey showed notable declines for brands that previously occupied top positions. Mitsubishi, Renault, and Infiniti experienced meaningful drops. Subaru, Toyota, Skoda, Lexus, and Mercedes-Benz also faced challenges. It is worth noting that the spring period, when the study was conducted, coincided with many brands pausing deliveries to Russia or announcing their withdrawal from the market.
On the other hand, Haval received a modest retreat that surprised some observers, given that overall Chinese brands have been strengthening their presence in Russia in recent months. Projections based on the year-to-date performance suggest Haval may improve its standing by year end. Chery and Geely also posted convincing growth in the same rating period.
The growth in satisfaction with the Geely brand reached a record level, placing Geely in second place behind Hyundai. Kia also advanced decisively, breaking into the top five according to the study results.
The study credits its insights to Lyudmila Fukova, the senior director at Romir Management, and to independent expert Sergey Burgazliev.
- Overall, analysts expect the Russian car market to contract significantly by the end of 2022, and the team has calculated the potential impact.
- Further insights can be explored in the publication titled “Behind the Wheel.”