In recent years, Chinese car brands have expanded noticeably into the Russian market, and the profile of these brands among Russian buyers has evolved. The models and brands entering Russia today are no longer the same as those seen a few years ago. Yet does this shift mean that the overall perception of Chinese cars among Russians has deteriorated? Not at all, according to the latest data from Romir, a research holding that tracks consumer sentiment and brand visibility in the region.
Romir highlights two key indices to describe this evolution: visibility and confidence. While the exact calculation methods behind these indicators are not disclosed, their names offer a clear enough hint about what they measure. Visibility captures how often a brand or model enters consumer awareness, while confidence reflects the level of trust and assurance buyers have in those brands when making a purchase decision. The trends revealed by these metrics suggest a meaningful movement in the market landscape.
Five to six years ago, Chinese brands were relatively unknown to many Russians. Today, brands such as Chery, Geely, and Haval are steadily increasing their presence and appeal among motorists. Notably, the visibility indices for Chery and Geely have risen by about 10 and 15 percentage points, respectively, since 2016. This growth signals growing familiarity and recognition on the ground—an essential step for converting awareness into actual purchases. The momentum also points to a broader shift in consumer willingness to consider non-traditional brands when reviewing options for new or used vehicles.
Haval presents a particularly interesting case. After entering the Russian market more fully, the brand has demonstrated rapid growth that suggests it may soon reach parity with the leading players in terms of visibility. In the domain of confidence, Haval already leads among its foreign competitors by controlling a complete production cycle within Russia. This domestic production footprint appears to translate into higher trust among buyers, who often associate local production with consistency, parts availability, and after-sales support. The net effect is a stronger position in a market that values reliability and service as much as price and features.
- The trend line shows a clear uptick in Chinese brands’ presence on the Russian market than in years past.
- “Behind the Wheel” can be seen on RuTube, offering additional context for consumer interest and media coverage surrounding these brands.
These insights come from Romir’s senior director of management, Lyudmila Fukova, and independent expert Sergey Burgazliev, whose collaboration helps illuminate how consumer attitudes shift in response to brand strategies and local manufacturing commitments. The findings indicate that Russians are not merely encountering Chinese cars more often; many are showing growing familiarity and trust, a combination that often leads to stronger consideration during the purchase process. The evolving dynamic suggests that Chinese automakers are building more than just showroom appeal—they are cultivating a more robust, long-term relationship with Russian buyers, backed by production presence, service networks, and a demonstrated track record in the market.