The car business has admitted that Russians are confused about Chinese brands

Due to the large influx of new Chinese car brands over the past three years, Russians have started to get confused about brands. This was stated by Ilya Petrov, Director of retail Sales at Avilon AG, according to the Autostat analytical agency on June 6.

"Sub-brands allow parent companies to separate models by price and image niches: premium (Exeed), youth segment (Jetour), mid-price (Omoda), budget (Kaiyi), etc. But there are also disadvantages of such a policy — consumers get confused by a large number of sub—brands," Petrov admitted.

He noted that many new cars are poorly distinguishable both externally and from a technical point of view. This makes it difficult for potential buyers to make a choice and reduces confidence in new brands. The expert noted that there are examples when automakers rename sub-brands and models, and the differences between them are minimal.

Anna Utkina, Director of Communications at Avtodom Group and Avtospeccenter Group, agrees with him. She pointed out that badge engineering can undermine the confidence of car owners in the long term. If different emblems are installed on the same model, this creates the appearance of diversity, Utkina believes.

Ilya Bederkhanov, director of marketing and PR at LikeAvto, added that, according to various surveys, many Russian drivers still cannot bottle Geely, Chery and Haval models, let alone new brands.

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Earlier in the day, it was reported that in May, Chinese brands accounted for more than half of the Russian new passenger car market, accounting for 54%. At the end of spring, Russian brands accounted for almost a third of the market (33.1%).