"Worse than we predicted": AvtoVAZ called the market situation the worst in the last 20 years.
This conclusion was made by the company's sales and marketing director. Dmitriy Kostromin based on the results of January and February 2026.
"If we also slightly adjust the market calculation methodology and only take into account new cars that are actually sold and registered, the market will actually be even worse," Kostromin explained.
In his opinion, the Russian market for new passenger cars and light commercial vehicles in 2026 could repeat last year's performance, picking up in the second half of the year. The Lada sales plan for this year, announced by AvtoVAZ in January, 370 thousands cars.
“Without creative ideas, this market probably won’t survive,” — says Kostromin.
Demand for Lada cars has plummeted in Russia. Meanwhile, during the four years of war, their prices increased by 72%. Furthermore, several serious problems occurred: the steering wheel of the Lada Vesta would lock while driving, the steering wheel of the Lada Largus would jam, and the Lada Iskra experienced problems with the heating, windshield washer, and other systems, due to a factory-installed fuse. These incidents, understandably, did not improve Lada's market prospects.
Previously a deputy Sergei Mironov He called on the Accounts Chamber to audit AvtoVAZ, as the state is "appeasing" the auto giant in every way possible, allocating billions to support it, and eliminating competitors through recycling fees and the localization of taxis.
Last week the head of the company Maksim Falcons reported that AvtoVAZ had reduced its Lada sales plan by 15%. He stated that for now, the company can only hope for radical changes that will help shift the Russian market toward more active sales.