Premium Car Brands Strategies and Regulator’s Actions in Russia (2009–2021)

Abstract

This article analyses the premium segment of the Russian automotive market from 2009 to 2021 based on data from the Association of European Businesses. The authors conducted a comparative analysis of trends in the Russian automotive market with trends in its premium segment and found significant differences in the market cycles. The analysis of the main periods of the studied market was based on the SV matrix (strength/variety). The article also discusses the main external and internal factors that influenced the competition level in the periods under review. As the main conclusion of the study, it was noted that while in the mass segment of cars, the strength of companies and dominant groups is highly dependent on external factors, then in the premium segment the main driving forces for changing the market situation are the actions of the companies themselves, their competitive strategy, as well as adaptation to current market trends. The article also provides comments on the impact of economic events from February 24, 2022 on the market situation.