Car Equipment Beats Class in Importance for Russian Buyers
A recent joint survey by Rosgosstrakh and Avtodom reveals a surprising preference among Russian consumers: 59% rate a car’s equipment as more influential than its overall class when choosing a vehicle. In other words, many buyers weigh what’s inside the car more heavily than the badge or segment it sits in. This shift underscores a practical, feature-driven approach to car ownership that goes beyond traditional brand pride.
When shopping at a dealership, the availability of a desired configuration can be a deciding factor. The survey shows that 91% of respondents are willing to wait for the right car if it isn’t immediately available. Among them, 73% are prepared to wait no longer than a month, while the remainder will wait as long as necessary to obtain the preferred setup. This indicates a strong patience for feature-rich solutions among prospective buyers and reflects a demand-driven market where exact specifications often trump stock inventory.
Among the most valued features, buyers highlight the practical, comfort-focused elements that improve daily use and safety. The so-called winter package leads the list with heated seats, a heated steering wheel, and heated components in the windshield and mirrors, cited by 31% of respondents. Climate control is a close second at 30%, followed by the auto start/stop or autorun system at 23%, and a rear view camera at 15%. These preferences show a clear emphasis on comfort, convenience, and safer driving conditions in colder climates, where such features add tangible daily benefits.
Dream options car owners would choose if available
- parking sensors – 40%
- door closers – 23%
- remote engine start – 20%
- parking assistant controlled via a mobile app – 10%
- neon lighting around the radiator grille – 6%
Beyond the top picks, the survey sheds light on a broader appetite for technology-enabled conveniences. Parking aids and proximity sensors help with urban driving and tight spaces, while door closers contribute to smoother entry and exit in busy family or work scenarios. Remote engine start adds value in extreme weather, allowing vehicles to reach an ideal cabin temperature before the driver even steps outside. The concept of a parking assistant that works through a smartphone app hints at a future where car management becomes increasingly seamless and connected. Even lighting accents around the grille reflect a desire for personalized, stylish touches that still serve practical visibility and recognition on the road.
Spending on these refinements varies widely. Among Russians, 32% say they are ready to invest between 100,000 and 300,000 rubles in options. Another 28% would allocate up to 100,000 rubles, and 19% are prepared to spend from 500,000 to 700,000 rubles on enhancements. This distribution demonstrates a broad willingness to upgrade and tailor vehicles, with a notable segment prepared to make high-end investments for meaningful improvements in comfort and functionality. The willingness to allocate substantial sums to options signals a mature market where owners view equipment as a core component of total value, rather than a mere afterthought.
Overall, the findings point to a consumer mindset that prioritizes practical enhancements, safety features, and conveniences that address climate and daily driving realities. Automakers and dealers in Russia can take these insights as a cue to stock more configuration-ready models, offer flexible build-and-order options, and highlight the most in-demand features in marketing and showroom demonstrations. For buyers, the trend suggests a buyer’s journey built around customization, with a focus on personal comfort, reliable technology, and perceived long-term value. In a market where the right equipment can define satisfaction, the ability to tailor a vehicle to exact preferences becomes a decisive factor in the purchase decision.