Russian car retailers are set to offer seasonal bonuses to customers in the pre-New Year window, but there will be no direct reductions on new car prices. This nuance was reported by Auto.ru, citing multiple dealer representatives who described the coming months as a time for promotional activity rather than straightforward price cuts.
According to Andrei Terlyukevich, president of AutoSpetsCenter, dealers intend to maintain their traditional New Year bonuses. Andrey Olkhovsky, head of the Avtodom dealer network, echoed this view, noting that bonus programs during the holiday period hold particular appeal for buyers. The Rolf chain has also outlined marketing campaigns for December as part of its year-end strategy.
Only one dealer told Auto.ru that it would implement a direct sales promotion, mentioning gifts like winter tires and car alarms. By contrast, several networks indicated they would continue offering incentives tied to financing or insurance procured directly through the dealer, and some would accept trade-ins of older vehicles to sweeten deals, consistent with prior months.
Industry observers have highlighted a wider expectation that the Russian automotive market is poised for gradual recovery. A former official from the Ministry of Industry and Trade suggested that sales could reach about 1.3 million units in 2024. The ministry also projected that sales in 2026 would align with the average annual level seen from 2015 to 2021, with a steady growth trajectory of around 1% per year beginning in 2027. If these projections hold, the market could approach 1.8 million units annually by 2030 and near 1.9 million by 2035.
Additionally, analysts pointed to enduring challenges caused by elevated prices, which have hindered the sale of certain European and South Korean models that exited the Russian market. This dynamic has kept prices elevated and constrained stock clearance for some models among dealers who previously relied on those brands.
In recent months, pricing shifts have been notable. For example, the Kia Cerato Luxe configuration has climbed to about 2.3 million rubles from a previous level near 1.6 million rubles. Similarly, the Kia Seltos now asks around 2.3 million rubles, up from roughly 1.8 million at the start of 2022. These price movements reflect broader inflationary pressures and supply constraints that continue to shape dealer strategies and consumer decisions.
Market watchers also anticipate a possible uptick in second-hand car transactions in Russia as consumer adaptation to changing price dynamics and financing options persists. The interplay between new-car promotions, used-car activity, and financing incentives is likely to define the coming year for the sector, with a careful eye on macroeconomic trends and import policy developments that influence stock availability and pricing.
Overall, dealers are employing a mix of preserved traditional bonuses and selective promotions while market forecasts anticipate a gradual, if uneven, recovery trajectory. Buyers might increasingly consider bundled deals that combine financing, insurance, and trade-ins, alongside occasional gift incentives, as the market seeks to restore balance after recent years of volatility.