Overview: Chinese automotive companies face opportunities and challenges in the Russian market
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Moscow, May 4th (Reporter Yue Lianguo) In recent years, Chinese auto manufacturers have become increasingly interested in the Russian market. At present, many Russian cities have dealers for Chinese cars, and in the Russian capital Moscow can also see large street advertisements for Chinese brand cars. China's Chery Automobile has successfully assembled off-line in Kaliningrad, Russia, and has achieved good sales in Russia. The Great Wall Motor Company of China is also preparing to establish the "Great Wall" brand automobile assembly plant in the special economic zone established by the Republic of Tatarstan.
With the strengthening of Chinese auto companies' efforts to develop the Russian market, the popularity of Chinese brand cars in Russia is also rising. At the China National Exhibition held in Moscow in March this year, a group of Chinese auto companies represented collectives and attracted a group of Russian audiences. Some of these companies also signed bulk export contracts with Russia. Industry insiders believe that while Chinese auto makers are developing very fast in Russia, they also face some challenges.
Alexei Akshonov, head of the column of the Russian automobile newspaper "Horn", recently said in an interview with the Xinhua News Agency that the current sales of Chinese brand cars in Russia are about 10,000 cars per year. It will take about 10 years for the market to have a place.
He believes that the development of Chinese auto companies in Russia is likely to follow the path that Korean auto companies have already taken. Ten years ago, the quality of Korean cars was about the same as the current quality of Chinese cars. Since then, the quality of Korean cars has risen to a new level and has established a foothold in many countries such as Russia. At present, the relatively high price of cars in China still has a certain gap between quality and South Korean cars. Chinese enterprises may reach the current level of development of Korean auto companies in Russia within 10 years.
Akshanov said that more than 10 years ago, the influx of Chinese counterfeit products into Russia seriously damaged the image of Chinese products, and this effect has not yet been completely eliminated. When opening up the Russian market, Chinese auto companies should strive to make Russians overcome the psychological barriers to the quality of Chinese products. They should increase the advertising and promotion of China's auto technology performance and safety, and establish a good image of Chinese cars in the eyes of Russian consumers.
Akzonov said that with the improvement of the economic situation in Russia and rising incomes of residents, many Russians are prepared to purchase new cars and replace old ones. The demand for reliable, low-cost cars in Russia is growing rapidly, which will provide opportunities for increasing the share of Chinese cars in the Russian market. At the same time, as Russia is expected to join the World Trade Organization in the near future, the Russian auto market will become more open, which will also help Chinese auto companies explore the Russian market.
At present, the Russian market is increasingly demanding the cost-effectiveness of automobiles. This requires Chinese auto companies that are committed to opening up the Russian market to make great efforts to improve product quality. Many Russian industry experts believe that the prospect of Chinese auto companies exploring the Russian market will depend to a large extent on whether Chinese autos can be truly cheap. If the quality of Chinese cars can be higher than the current level and prices remain unchanged, the outlook will be very promising. They also believe that in order to further carry out business in Russia, Chinese auto companies should also unify China and Russia in the measurement of vehicle quality and safety.