New cars today often arrive with surprisingly high profit margins for sellers, a fact that has become almost normalized. What stands out now is the extent of discounts that appear to be offered relative to official price lists.
Kirill Mileshkin, a seasoned expert at Za Rulem, the longest-running and most respected automotive publication, investigated who is discounting how much and where today.
The car market has become unpredictable. In such a climate, gathering information is essential: contacting and visiting as many dealers as possible before making a final choice can save a substantial amount of money, sometimes amounts that feel almost too good to be true.
As an example, Mileshkin found that one dealer quietly lists a standard Largus for around 2 million rubles, while another offers the same model’s Cross variant for a similar price. In one surprising instance, a Toyota Camry carried a price comparable to a well-configured BMW 530d xDrive. Such contrasts are not isolated; similar discounts are observed across various models, including a Vesta listed at nearly 3 million rubles.
There are buyers who navigate these conditions by following the rules of a fair and transparent market, seeking value without sacrificing reliability.
Expert opinion
Mileshkin, writing for Behind the Wheel, notes that the trading floor can resemble an island of relative stability amid a sea of offers. Dealerships still greet visitors and provide help, and some are willing to extend discounts on official sites. Financing options appear with two- to three-year payment plans, and promotions for trade-ins can blur the line between price and value.
Crossovers can be purchased for the price of a redesigned compact, with several brands offering aggressive terms. A manager reportedly spoke of significant discount promises tied to trade-ins, sometimes even for older or lower-value vehicles. In this landscape, brands from certain regions attempt to build a loyal customer base through favorable terms, presenting what seems like generous generosity, while real-world pricing remains tightly linked to supply, demand, and regional competition.
In practice, the same models can be significantly cheaper in their home markets, illustrating how price strategy and regional economics shape what buyers ultimately pay.
Further details
Readers will find more information on current new-car prices, markups, and discounts in the October issue of Za Rulem magazine, which will be available soon. The material draws on Mileshkin’s analysis from the article “Nowhere else?”, originally published in Behind the Wheel, issue 10/2022, and updated to reflect today’s market dynamics. (Za Rulem)