Sales of new cars fell in March almost half
Numerous discount offers for new machines did not lead to a significant increase in demand in the market, follows from the statistics of automotive sales over March. The seasonal factor did not help: as a rule, from March, interest in purchases increases, but at the current key rate, citizens prefer to store money on deposits, and not spend. Dealers expect a small increase in sales in April relative to March, but in general, the forecasts are pessimistic. The situation may begin to change no earlier than the end of summer, and the main condition is the softening of monetary policy.
Sales of new cars in March decreased by 45.5% year by the year, to 79.8 thousand units, calculated in « Autostat ». The traditional growth of demand in the first spring month, which dealers hoped, did not happen, analysts state. The expert “Aler Analytical Technologies” Vladimir Bespalov explains that high credit rates, the demand and expectations of the return of a number of foreign brands, which, according to the analyst, will happen, will not be quite soon not possible to influence the market drop. Also on the dynamics, the effect of a high base was reflected to a certain extent, adds Mr. Bespalov.
The traditional leader in March, according to Avtostat, remains a Russian Lada, which at the beginning of spring accounted for more than 31% of the market.
Sales of brand cars decreased by 36.9%, to 25.17 thousand pieces. In AvtoVAZ itself, they reported on the sale of 28.7 thousand cars, including light commercial Lada Largus, which is 33% lower than March last year. The second place is behind the HAVAL brand, which reduced sales by 39%, to 9.79 thousand pieces. The top 3 CHERK is closed, the implementation of which fell by 36.1%, up to 8.4 thousand pieces. Next are Geely and Changan with a result of 65.8%, 5.13 thousand pieces, and 59.4%, up to 3.79 thousand units, respectively. In the agency’s model rating, the championship in February retains Lada Granta, in second place – Lada Vesta, in the third – Haval Jolion.
The results of the first quarter also demonstrate negative dynamics: the market was reduced by 25.3% year by the year, to 246.93 thousand units, agencies testify. All brands from the TOP-5 reduced sales in the country: LADA-by 15%, to 77.28 thousand pieces, HAVAL-by 17.1%, up to 31.19 thousand pieces, Chere-by 19.2%, up to 25.76 thousand units, Geely-by 54.6%, up to 16.45 thousand units, and Changan-by 34.3%, 34.3%, 34.3%. up to 13.29 thousand pieces.
Now the market activity is not fixed on the market, confirmed by the CEO of Avtodom, Andrei Olkhovsky: “All the money was sent to deposits and receive 21%, realizing that you can wait with the purchase of a car.”
Director of the Department of Sales of New Cars of Rolf, Nikolai Ivanov, notes that even numerous discounts (see. « Kommersant » from March 26) do not have a significant impact on the total sales on the market. Reducing the cost of cars by 100-300 thousand rubles, according to the top manager, is not a factor that can change consumer behavior on the market scale, especially in conditions of limited access to credit resources.
Promotional offers with more significant discounts – up to 1 million rubles – as a rule, are applicable to cars worth from 5-6 million rubles. And above, he clarifies. “This is a premium segment characterized by a limited volume of demand and a high degree of individualization of the purchase,” says Mr. Ivanov. “Therefore, despite the outwardly noticeable discounts, such actions do not create a real stimulating effect.”
According to Andrei Terlukevich, CEO of Avtopets Center Group of Companies, there are no prerequisites for the restoration of the car market today.
Moreover, the brands that are outside the TOP-10 for sales can potentially leave if they understand that in the medium-term perspective the market will not be able to reach the volume of at least last year, he said. Mr. Olkhovsky adds that 2025 will be the year of cleaning of warehouses (see « Kommersant » from December 26). Nikolai Ivanov is also pessimistic in forecasts: « We are considering the current year as one of the most difficult for the automobile market in recent years. » The restoration of demand, according to Mr. Ivanov, can be expected no earlier than the end of summer. And the main factor capable of withdrawing the market from stagnation remains a change in monetary policy, he believes.
Despite the overall negative trend, the dealers surveyed by Kommersant expected the sales of new cars in April will be better than in March. However, a sharp growth should not be expected: the Deputy General Director for Sales of New Avilon cars Avilon Renat Palekteev estimates it at a maximum of 10% of March.
