Just before February this year, the market landscape was split between Korean and European manufacturers and AVTOVAZ. Although Chinese cars offered lower prices, they did not yet fill their niche completely.
Romir’s regular assessment of brand visibility shows that about five to six years ago Chinese manufacturers were not popular among Russians, and only in recent years have brands like Chery, Geely, and Haval started to gain real traction with drivers.
Caught by stereotypes
In the mid-1990s, Chinese car production was dominated by independent firms racing to bring models to market. Often these firms copied foreign designs, sometimes successfully, sometimes not. With limited experience and a shallow technical base, the early Chinese cars left room for improvement in quality.
Back then the stereotype of a cheap, low-quality car stuck to Chinese brands. Since then, a lot has changed. By the end of the 2010s, many Chinese brands had redesigned their lineups, improved design, and raised overall quality. Manufacturing precision increased, and ergonomic, sensory, and practical attributes improved. Modern active and passive safety systems began to appear, and electronics—both for comfort and entertainment and for vehicle control—became more common.
Breakthrough
Today, brands familiar to many focus on newer equipment, stylish design, and clear aesthetics. All of this resonates with people who lead active lifestyles, enjoy sports, and value time and money. It aligns with a vision where Chinese cars fit into everyday life for those who want reliability without compromising fun.
Now Chinese automakers are trying to persuade buyers not only with product quality but also with service. In Romir’s ranking of brands by service satisfaction, Geely placed second in spring 2022, earning 16 points since July 2021. Only Hyundai surpassed it. Haval also performed well, ranking sixth. Chery secured a respectable position in the upper half of the top 20 (tenth) and showed a positive trend across the board.
Infographics Romir
Buyers:
The target audience has evolved. A decade ago, Chinese cars were mainly purchased by younger buyers and an older segment (55+) seeking budget options. Today there is a clear shift toward a more solvent demographic aged 25–45. Chinese brands, especially leaders like Haval, Geely, and Chery, address this group by emphasizing manufacturability, modern styling, dynamism, and reasonable pricing. These buyers live active lives, engage in sports, and place a high value on time and money.
The analysis uses Romir expert Lyudmila Fukova and independent expert Sergey Burgazliev as sources for market insights.
Photo: Alexander Demyanchuk/TASS