The fate of Moskvich cars remains undecided as production is planned to begin this year. Yet half of drivers surveyed showed interest in reviving the Soviet-era brand. Romir, the holding company, interviewed 718 adults to gauge sentiment about Moskvich’s return.
Among the respondents, 65 percent did not oppose acquiring Moskvich vehicles, with the expectation that the price would be affordable. The figures point to a cautiously favorable stance toward the brand’s comeback, driven largely by cost considerations.
According to the study cited by TASS, approximately every second motorist welcomed Moskvich’s revival. About 65 percent indicated they would consider buying a Moskvich vehicle in the future. Price remains a decisive factor for most buyers. Roughly 49 percent would purchase a car if it is cheaper than its competitors. If Moskvich reappears as a modified model from a foreign manufacturer, about 47 percent would still be inclined to buy. There is notable willingness to support a domestic producer, with 21 percent ready to purchase to back Made in Russia products. A minority of five percent would like to own a Moskvich simply because the brand once belonged to them in the past.
Negative sentiment runs at 24 percent, with the bulk of this response coming from younger groups who remain more cautious about the idea of reviving the brand. Support tends to be strongest among older motorists, with 57 percent of those aged 60 and over expressing optimism. Among younger adults aged 18 to 30, about 40 percent back the city council’s initiative to reintroduce the legacy marque.
Industry observers note that many Russians have become accustomed to the prevailing economic climate. There is a sense of optimism about import substitution, and nostalgia appears to amplify interest in Moskvich among those who remember the brand’s past. Although Moskvich did not occupy a luxury tier in the Soviet era, it built a reputation for reliability and durability. This enduring image helps explain why the idea resonates more with older generations who recall the brand with fondness. The sentiment piece from Romir’s president, Andrey Milekhin, highlights that nostalgia is a key driver alongside practical price considerations for the potential revival.
The conversation around Moskvich is shaped by a mix of historical memory, economic realities, and consumer expectations for value. If the brand re-emerges, it will likely be positioned as an affordable, dependable option with a nod to its storied past. The public’s appetite for a domestic automotive option, coupled with price sensitivity and perceived reliability, will continue to influence the direction of any Moskvich relaunch and how it is received by different generations and regions.
Photo: RoDesign