Why the Japanese missed their chance in Russia.


Japanese cars from the Russian motorist always had a high reputation. Especially in the Urals. Ask at least Siberian or Far Eastern, which role in his life a Japanese car played? And he would call you to tell you about its reliability, efficiency, maintainability, the presence of cheap spare parts and many other positive aspects of the Japanese ownership. But today we will touch some other questions and problems.

Japanese autoconcern Suzuki reports that in February 2021, 663 vehicles were implemented in the Russian Federation, which is 62% higher than the results of January 2021. Immediate growth, and only. And the leader of the Japanese brand has become

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But we usually used to compare the results, and not just to state the «naked» numbers. And here the Suzuki situation is sufficiently sad. The company with a century-old history and 80 years of output of cars, known all over the world, in terms of sales in Russia is three times inferior to young and energetic Chinese brands.

But if you draw back reports of the Committee of Autocomputer Association of European Business (AEB), then it can be seen that Suzuki Grand Vitara got into the top 25 of the Russian market, and a year earlier Mark lit up in the top 15 of the Russian market.

From the height of time to evaluate this or that solution is quite easy. But to take all responsibility for yourself in a certain period of time it is difficult. From such positions, our channel tried to appreciate the long-term decision of the Japanese autoconecern Suzuki. The thing is that fifteen years ago, Suzuki leadership had very good views of Russia and even plans to locate cars in St. Petersburg. Here, next to the current Toyota plant, she was allocated land plot under the assembly enterprise. But the Japanese did not hurry to master his Japanese. And the final decision to abandon the construction of its own plant provided the crisis of 2009. It was then that in the Russian car market in the newest time there was a sharp decline: sales fell twice, in comparison with the previous 2008.

If an enterprise worked in St. Petersburg, the company’s results were more noticeable in the Russian market. Recall that the choice was made in favor of the European enterprise Magyar Suzuki KFT, located in Hungary. And production facilities there was decided to expand from 50 thousand to 300 thousand cars. Today, from there, Suzuki Vitara comes to us. By the way, for all the time of sales in Russia, this model has been implemented from 1998 to 160,000 Vitara cars of all generations in Russia. In the Russian market, the current generation Suzuki Vitara is represented in two versions: with front-wheel drive, as well as with the full drive of AllGrip SELECT equipped with an engine 1.6, developing power 117 hp An aggregated 6-speed AISIN automatic transmission. The second power unit of the BoosterJet volume of 1.4 l, develops 140 hp

Compare two digits of 300 thousand and 160,000 immediately becomes clear the role and importance of the Russian market for the Japanese company. Recall that in addition to the home market, for Suzuki, the Indian market is the Indian market, on which you will not believe, the first six leadership positions occupy Suzuki cars (in the Maruti Indian market) — models SWIFT, ALTO, BALENO, WAGON R, DZIRE and EECO. And only in the seventh place familiar to us Hyundai Creta. Even in the first Indian dozen and Vitara.


Remember the phrase from the classic that all families are the same, and each in its own way. It can be attributed to the Japanese auto industry in Russia. As you know, Honda has recently announced the departures from the Russian market, and even called the date — from 2022. This concerns the market for new cars. However, in the market for used cars, especially in the Far East and Siberia, it was the third after Toyota and Nissan, and the Cr-V crossover enjoyed good demand. But this company, unlike Suzuki, has never been plans to localize the release of cars in Russia. A bet on imports was made. And since the import cars are still expensive, over time, from the Honda model range, a slowly moved model presented here: Accord, Civic, Odyssey, etc. And today, only two models are represented in official dealership centers — CR-V and Pilot that need to be sold out. It is a pity that such a powerful brand was in the list of departed from the country. However, Honda has an interesting story in Europe. As you know, the Japanese company employs two plants there. One in the UK, the other in Turkey, both enterprises supply cars to the European market. But recently, it was announced that Honda would soon close these two enterprises. Back in 2019, before a pandemic, together with the closure of the plant in British Svindon, Honda announced the closure of the enterprise and in the Turkish city of Gebze, where Honda Civic is being built in the body of the sedan.

But what is the matter — with the closure of Honda’s assembly enterprises, it is not going to leave this market at all.

However, Honda in its global strategy makes a bet on the United States and China, as the largest markets of the world. Russia and Europe are not particularly interesting for her within the framework of the declared policy consolidation of resources on the release of electric vehicles and the disposal of unnecessary production facilities. Recall that in the fall of 2020

Here is a story. Indeed, the Russian car market, who constantly falls in the peak and «worn» at the level around the mark of 1.5 million cars, instead of the predicted 4 million by 2020 and the rank of the largest in Europe, is not so attractive for such players as Honda, with its advanced advanced and more expensive models. But for Suzuki, with her not too expensive and large cars, the role of the second plan, the player of the second line is prepared here. However, other Japanese brands, such as Subaru, Infiniti suitable exactly such a role. As our channel found out, increasing importance in the Russian market starts