«Failure» of AvtoVAZ or the complex future of the Russian car?


The other day it turned 5 years since the beginning of the production of the domestic model Lada Xray. And on February 14, 2021, a five-year anniversary will be celebrated from the date of the start of sales. The term for the car market is large enough to analyze all the «pros» and «minuses» of this car, as well as the correctness of the calculations and the choice of market positioning.

Recall that at the heart of this model AvtoVAZ lies the architecture of the body and chassis of the French-Japanese Renault-Nissan Alliance. And if you become more accurate, then the Renault Sandero truck adapted by AvtoVAZ specialists under the Russian operating conditions.

In the first year, the model was healthy interest and it was separated by a circulation of 22 thousand units.

Why is our attention riveted to this model? Probably the answer is simple.

And this means that on the example of the Lada Xray model, which is the «pioneer» of this approach identifies both positive and negative sides of this process.

Recall that the domestic model Lada Xray has grown a little in size and has dimensions a little big, rather than her Common Renaulr Sandero. The length is 4165 mm, width — 1764 mm, height — 1570 mm. The base is 2592, and the clearance is 195 mm.

The car is going out of 1800 parts, it has about 250 suppliers. The level of localization at the beginning of the production was 50%, then slightly increased.

Most of the auto components for the hatchback are produced in Russia by world-class companies, localized the production of components in our country. This is French Valeo (radiator and heater) and Faurecia (front seats), German Bosch (ABS hydraulic unit), EBERSPACHER (exhaust system), Continental (washer system, tires system) and brose (power windows), Japanese Takata (steering wheel with MMS and heated , passenger airbags, driver airbag module), Mitsuba (washers) and AGS (side and rear windows), Turkish Martur (rear seats), Italian Pirelli (tires). In the production of a new VAZ high hatchback, Agar also participate (heated windshield), UET (seals), Leoni (harnesses), Tubor (harnesses), Koito / Avtosvet (headlights), Itelma (ERA-GLONASS and EMU system) and others.

The Lada Xray family is one of the most technically equipped and comfortable automobiles of domestic auto giant.

A significant amount of constructive changes was implemented with the launch of Lada Xray Cross: improved driver’s seat ergonomics, increased space for passengers of the second row of seats. An intelligent control system for the control of traction and anti-clogging Lada Ride Select appears, which allows you to confidently move in difficult road conditions. The Xray Cross crossover became the first LADA with a stepless automatic transmission (CVT).

Despite all the technical changes, to great regret, today the market positions LADA XRAY weakened noticeably. According to the Committee of Autocompasses of the Association of European Business in Russia in November of the current year, this model did not enter the top 25 of the Russian market. This «weakness» of market positions of the model some bloggers and analysts began to interpret very well. On the network, rumors went that AvtoVAZ can withdraw from its production program «unsuccessful» model.

These assumptions were based on a recent example, when the Almera sedan was excluded from the Nissan Japanese Brand Production Program, produced on the same production line in AvtoVAZ, where Lada Largus and Lada Xray.

But if you look at the numbers, it turns out that in 2014 the Japanese model had a peak of popularity — in the Russian market, it was separated by a circulation of 42.9 thousand copies, and about 48 thousand cars took place from the conveyor. But then interest in the sedan has dropped sharply. The next year was sold twice the smaller number — only 20.6 thousand pieces, in 2016 — 14.7 thousand, and in 2018, at all, just over 10 thousand «Almer». Therefore, it was decided to remove the sedan from production. Recall that these models enjoyed in great demand in taxi drivers. After all, the body of the Nissan Almera car leads its pedigree from the Japanese Bluebird Sylfy model, which refers to the next dimensional class S.

The market positions of the raised hatchback Lada Xray are somewhat better than the removed Japanese sedan.

Rumors often generate negative excitement and carry negative consequences, so the Press Center AvtoVAZ made a statement that this model does not plan to be removed from production.

«Sweet» conveyor in the production site of AvtoVAZ during its incomplete load no one will be. This is not the most optimal and effective solution, because on the raised XRAY hatchback and its version of Xray Cross account for the fourth part of the volume of car conveyor.

But it is necessary to take into account that Lada Xray has an unpopular at the local car enthusiasts of the Hatchback body. So historically it happened that two-volume short cars are not the most running type of car in Russia.

However, the autocomponent component that provides high technical specifications and the reliability of the car has the opposite direction in the form of higher prices, relative to other domestic models.

Nevertheless, Lada Xray has already entered its contribution to the history of domestic Lada cars.