Today, manufacturers rarely impose strict monthly or quarterly sales quotas across brands. This shift has left dealers to chase their own sales goals. A car can be priced a bit more aggressively at the start of the month when operating cash is tight, while in periods of strong liquidity some dealers may offer little to no discounts because there is little pressure to move inventory fast.
That view was echoed by Mikhail Podushko, marketing director at the Wagner Group, who explained to Avtostat that discount levels now hinge on how liquid a given model is and on the dealer’s strategic aims. In other words, the price believers often ride the line between cash flow needs and long term profitability.
Industry voices caution against expecting large, sweeping discounts. Sergey Firsov, director of Expocar, noted that margins in the mass market typically stay within a narrow band, usually not exceeding 5 to 7 percent. There are times when a dealer may have to sell near cost, but the aim is still not to incur losses overall.
Looking ahead to the second half of the year, price relief is more likely for brands that continue to enter or re-enter the market. Andrey Terlyukevich, general manager at AvtoSpetsTsentr Group, observed that some models may see adjusted suggested retail prices during the summer as brands recalibrate to market demand.
A separate assessment from Avilon AG highlights how discount structures differ by segment. Deputy General Manager Alexey Starikov notes that in the mass segment, trade-in discounts typically range from about eighty thousand to two hundred thousand rubles, while credit offers often run from fifty thousand to two hundred thousand rubles. In contrast, in the premium segment, trade-in discounts can reach from five hundred thousand up to a million rubles, reflecting the higher value and longer recovery of investment in those vehicles.
Market watchers emphasize that discounting remains a tool rooted in liquidity, inventory mix, and strategic goals rather than a one-size-fits-all approach. Dealers balance immediate cash needs with the broader objective of preserving margins, sustaining ongoing operations, and aligning with brand expectations. The evolving landscape means buyers may encounter varying discount opportunities depending on model availability, negotiation leverage, and the dealer’s current financial posture.
Overall, the pattern suggests that buyers should expect more targeted incentives rather than broad, across-the-board reductions. The most compelling deals will arise where a model has strong sales velocity and quick turnover, while slower models may see more aggressive discretionary offers to stimulate demand. In every case, the emphasis remains on maintaining profitability while delivering value to customers who are navigating a dynamic market landscape.