Why did Japanese cars fall sharply in Russia?
- March 27, 2023
- 0
The general rise in prices and the shortage of cars did not benefit consumers, but turned out to be in the hands of sellers: if you need a
The general rise in prices and the shortage of cars did not benefit consumers, but turned out to be in the hands of sellers: if you need a car, buy it, it will not be cheaper. But no matter how much the rope twists, there will always be an end. No wonder they say greed breeds poverty. Apparently dealers of Japanese brands have decided not to pull fate by the ear…
For a long time the dealers, though far from courageous, stood their ground by lowering the salaries of their employees first and then the workers themselves. But on the road of taxi drivers, idle for weeks at airports, hoping to hit the jackpot according to the “rarely, but appropriate” scheme, they did not go. They didn’t take it out!
But while some traders are waiting for their buyer, who is ready to spend an exorbitant amount for a coveted car, others are developing new business and market segments and receiving, albeit not huge, but stable incomes. No, of course retailers, whose assets are concentrated in the Japanese auto industry, are also experimenting with parallel imports, but it’s much more difficult than just sitting around and selling dusty leftovers at a high price. In addition, the image is more important, because the magic of that same Toyota still does not lose its magical properties. But strong as it was, there was no increase in money in the pockets of the population.
That is why the rules of the game begin to dictate completely different trends. More precisely, one: hunger is not an aunt, she will not bring a cake. You can sit on the pedestal of scrap for as long as you like, but it won’t make the budget thicker. On the contrary, rather. Along with the cars, dealers themselves risk going to the dustbin of history. In addition, the parking garages show cars from the past and from last year, which automatically lose value. So it’s time to somehow get rid of the discharge, artificially turned into a deficiency.
It seems that it is precisely this principle that one by one the dealers of Japanese brands that have survived have begun to be guided by lowering the prices of illiquid credits. If a month ago the Toyota RAV4 crossover, once popular with our consumers, in the most meager equipment option “weighed” under 4,000,000 rubles, now you can easily negotiate a car and save up to 600,000 ₽ Prices for the Toyota Camry sedan , which is available, have fallen by half a million from some sellers for 4,500,000 “wooden”. Dealers dropped the same amount on Nissan Qashqai and X-Trail crossovers.
The situation is similar in the premium segment, where Lexus and Infiniti play. Prices “lost weight” with the same 500,000 rubles. By the way, as several dealers told the AvtoVzglyad portal at once, there has been no influx of buyers since December 2022: “Those who wanted to buy a car have already done it.” In addition, due to the “freezing” of the activities of Russian representative offices of Japanese brands, many buyers no longer look at the auto industry from the Land of the Rising Sun. Consumers are simply afraid of being without warranty and spare parts. In addition, Chinese brands started to offer a good alternative, the products of which are also cheaper.
Meanwhile, independent experts are confident that the fall in car prices will continue in the future. If we talk about the short term, the next price cut will happen towards the end of spring. Moreover, it will affect not only the “Japanese”, but also other players in the Russian car market.
Photo: AvtoVzglyad
For a long time the dealers, though far from courageous, stood their ground by lowering the salaries of their employees first and then the workers themselves. But on the road of taxi drivers, idle for weeks at airports, hoping to hit the jackpot according to the “rarely, but appropriate” scheme, they did not go. They didn’t take it out!
But while some traders are waiting for their buyer, who is ready to spend an exorbitant amount for a coveted car, others are developing new business and market segments and receiving, albeit not huge, but stable incomes. No, of course retailers, whose assets are concentrated in the Japanese auto industry, are also experimenting with parallel imports, but it’s much more difficult than just sitting around and selling dusty leftovers at a high price. In addition, the image is more important, because the magic of that same Toyota still does not lose its magical properties. But strong as it was, there was no increase in money in the pockets of the population.
That is why the rules of the game begin to dictate completely different trends. More precisely, one: hunger is not an aunt, she will not bring a cake. You can sit on the pedestal of scrap for as long as you like, but it won’t make the budget any fatter. On the contrary. Along with the cars, dealers themselves risk going to the dustbin of history. In addition, the parking garages show cars from the past and from last year, which automatically lose value. So it’s time to somehow get rid of the discharge, artificially turned into a deficiency.
It seems that it is precisely this principle that has kept the dealers of Japanese brands afloat one by one on the path of lowering the prices of illiquid assets. If a month ago the Toyota RAV4 crossover, once popular with our consumers, in the most meager equipment option “weighed” under 4,000,000 rubles, now you can easily negotiate a car and save up to 600,000 ₽ Prices for the Toyota Camry sedan , which is available, have fallen by half a million from some sellers for 4,500,000 “wooden”. Dealers dropped the same amount on Nissan Qashqai and X-Trail crossovers.
The situation is similar in the premium segment, where Lexus and Infiniti play. Prices “lost weight” with the same 500,000 rubles. By the way, as several dealers told the AvtoVzglyad portal at once, there has been no influx of buyers since December 2022: “Those who wanted to buy a car have already done it.” In addition, due to the “freezing” of the activities of Russian representative offices of Japanese brands, many buyers no longer look at the auto industry from the Land of the Rising Sun. Consumers are simply afraid of being without warranty and spare parts. In addition, Chinese brands started to offer a good alternative, the products of which are also cheaper.
Meanwhile, independent experts are confident that the fall in car prices will continue in the future. If we talk about the short term, the next price cut will happen towards the end of spring. Moreover, it will affect not only the “Japanese”, but also other players in the Russian car market.
Source: Avto Vzglyad
Donald Salinas is an experienced automobile journalist and writer for Div Bracket. He brings his readers the latest news and developments from the world of automobiles, offering a unique and knowledgeable perspective on the latest trends and innovations in the automotive industry.
