In the early spring, seven brands officially represented in Russia announced broad discounts and lower prices on several models. This conclusion comes from an assessment by Oleg Moseev and Cargumement Service, linked to the former head of the Russian Automobile Dealers Association.
Among Chinese brands, Voyah stands out with discounts on its 2023 Passion model.
In some cases, trims are listed around 3–3.3 million rubles, a price range that can be close to the cost of higher-spec versions.
On the brand’s official site, the same model is shown at about 5.4 million rubles, down from 8.5 million rubles previously.
You can acquire an electric sedan delivering roughly 510 hp, capable of 0 to 100 km/h in 3.8 seconds, with air suspension and all-wheel drive.
The report notes that Voyah increased the discount from 700 thousand rubles to 1.5 million rubles on the 2024 standard configuration of the Free Sport variant. The 2025 version retained the 1.5 million ruble reduction. The Voyah Dream PHEV LR (2023) price fell by 2.4 million rubles to 8.5 million rubles.
Gazetea.ru stated that the Dream LR and Free Sport Edition are being marketed with extended sales tools, installment options, credit discounts, and state support programs to boost buyer incentives.
Besides Voyah, the EXEED brand offers a 100,000 ruble discount on the 2024 RX crossover and 350,000 rubles off last year’s VX New. Meanwhile Jetour promotions cover the X70 and X90 Plus, with discounts around 150,000 rubles; several X70 Plus variants have seen about 100,000 rubles off in 2025.
Evolte cut 300,000 rubles on a specific I-VAN configuration. South Korean entrant KGM has entered the Russian market and already offered a 350,000 ruble discount in 2024. The Solaris KRX Crossover price dropped to about 180,000 rubles, aligning with the Hyundai Creta, while DFM trimmed the price by around 50,000 rubles.
Unsuccessful movement
Tatyana Akimova, head of a consultancy project, argues that the issue is not the size of discounts or customer loyalty, but marketing shortcomings.
She observes that Voyah lacks strong marketing support.
She notes that the Chinese brands anticipated more substantial relief in a market where progress has been limited.
Auto expert Oleg Moseev links Voyah’s large promotions to the need to clear warehouses, but warns the market remains complex and certain models are difficult to move.
The Russian car market is stagnant, especially the Voyah sector. Discounts can spur purchases, yet the flagship Dream model remains hard to move and raises questions about its market fit.
Autoexpert says the market would need stock levels to normalize and warehouses to rebalance to return to normal activity, and that promotions are likely to continue for the near term.
Address stocks
Gazete.ru reports that the ruble’s strengthening has played a key role in easing new-car prices.
It notes that parallel imports have emerged as a major factor, supported by the ruble’s strength against the dollar, the euro, and the yuan.
For officially represented brands in Russia, the situation remains broadly similar. Dealers actively use subsidized loan programs, while unconditional direct discounts are limited, says Nikolai Ivanov, director of the New Cars Department at Rolf Dealer Holding.
Auto expert Oleg Moseev believes the stronger ruble enables manufacturers to trim prices without crushing margins amid slowed demand. He cautions that if demand picks up, prices may stay higher despite favorable currency conditions.
At the same time, several brands maintain steady pricing, with warehouse stock policies shaping pricing dynamics, including examples from the Moskvich plant where a freer stance on stock can be seen.
What will happen next
Yuri Chistov, development director for the new dealer network, suggests that if the central bank lowers the key rate, prices for new cars could fall immediately. In his view, the current moment favors Russian buyers.
The used-car market moves more slowly, but price increases are curbed by policy on new-car production. In this climate, affordable, low-mileage cars look attractive to purchasers.
Akimova believes discounts will continue until stock levels normalize, while Moseev expects promotions to persist in the near term.
He notes that when one manufacturer cuts prices, others often follow to protect sales, creating a price-competitive environment across brands.
Andrei Kamensky, marketing director at Avilon Automobile Group, says producers lean on direct discounts, trade programs, and favorable cash terms, especially for 2024 models, to support demand.
He adds that discounts can reach up to 700 thousand rubles in some cases.
Yuri Purestov, development director at Fresh, says companies are prepared to take losses to move stock, even if it cuts into margins.
He notes that cars already on sale were brought to market late last year when the dollar hovered near 100 rubles, and some producers are selling at a loss to clear inventories.