The beginning of 2026 was marked by serious changes in the Russian car market. If earlier the key issue was the replacement of departing European and Japanese brands, now internal competition is coming to the fore.
In January, Lada sales amounted to 19,644 cars — 28.7% less than a year earlier. At the same time, the total market decreased by only 9.5%. As a result, the brand's share decreased from 30.9% to 24.4%. The company's management has already acknowledged the need to adjust plans.
The main sensation was the appearance of Tenet in the top three. The brand sold 8,949 cars and is actually a localized version of Chery models. In particular, Tenet T4 and T7 are reworked Tiggo 4 and Tiggo 7 models produced in Russia. Belgee is also showing steady growth, offering affordable alternatives to Geely models.
The new Lada Iskra does not yet compensate for the drop in sales of Lada Vesta and Lada Granta. Experts point to the price sensitivity of the audience and the increase in interest rates on loans. In these conditions, buyers are increasingly choosing localized Chinese models.
AvtoVAZ expects to strengthen its position through exports and the launch of the Lada Azimut crossover. However, the SUV segment remains highly competitive.
At the end of the year, Lada is likely to retain its leadership thanks to its developed dealer network and state support. Nevertheless, the fight for the buyer is intensifying, and the future of the brand largely depends on its ability to offer modern models at a competitive price.
