What will happen if AvtoVAZ disappears?
You can, but why?
Meet Oleg Grunenkov, AvtoVAZ's Product Director. A man with extensive experience and unquestionable management skills. He frequently speaks to the press, presents new Lada models, and has an expert understanding of Togliatti-based vehicles. He's also the author of the recent meme, "It's possible, but why?" This was Grunenkov's response to a blogger's question about whether a BMW 5-series equivalent could be built in Togliatti. The catchphrase immediately went viral and has practically become AvtoVAZ's new slogan. To be fair, Oleg Grunenkov should be corrected: the automaker's design team won't be able to create even a semblance of a German business sedan. Certainly not in a production version.
Oleg Grunenkov
Technologically, Togliatti's automakers are decades behind global leaders. Here's a short list of what AvtoVAZ can't produce independently. First, an automatic transmission. This is a crucial competitive advantage in the Russian market. Consumers have long been accustomed to the convenience of an automatic transmission and are willing to pay for it. But in Togliatti, they don't consider it necessary. Moreover, even a manual 6-speed transmission recently arrived on the AvtoVAZ assembly line from China. Creating a manual transmission doesn't require rocket science or international contractors. It's a purely mechanical component that's immune to sanctions—just go ahead and make it. But why bother when you can buy it from China? AvtoVAZ lacks the expertise in small-displacement turbocharged engines. This is largely why the Granta and Vesta never exceeded 122 hp.
When asked why a powerful engine never appeared under the hood of the Lada, Grunenkov replied:
"Are you willing to pay a higher excise tax if you have 40 more horsepower?"
According to Grunenkov, it will cost at least 100 rubles. Certainly, that's a significant figure. But it's not so insignificant when you look at the prices of modern cars from Tolyatti. The new 2026 Lada Vesta Sport, with its 1,8 EVO engine boosted to 147 hp, will cost at least 2,6 million rubles. There's no official price list yet, but everything points to that. The base Vesta costs a whopping 1,6 million rubles. The only amenities include air conditioning, while the safety features include a pair of airbags, ABS, and stability control. A basic family Largus will cost around the same amount, with the top end approaching two million. Where do these prices come from? The Vesta, Granta, and Largus are well-established cars that, over their long life on the assembly line, have recouped all costs—both for tooling and for dies. The Largus is practically the same as the first-generation Renault Logan. But prices for these cars have still increased by 3-3,5 times since the beginning of 2022. There are two possible explanations. First, the auto giant is raising prices to develop a new car with a higher margin. Cheap, popular, and reliable. Just like they used to be. But so far, there are no signs of anything truly relevant being developed. Perhaps the Lada Azimut, but we'll have to wait for that one. AvtoVAZ is good at pushing deadlines to the limit. It's enough to recall the creaking sound of the Iskra compact car entering production.
But even if we assume that the several-fold price increase is funding for the development of new products, why are there so few of them? Over four years, a host of new cars could have been introduced for that kind of money. It didn't work out that way. They couldn't even fully restore the Vesta's trim level—climate control is still missing from the price lists. It seems like a small thing, but it's annoying. It's time to learn. Meanwhile, VAZ's finances are doing quite well.
Some recent statistics. Last year, the auto industry received 820 billion rubles from the state budget. In 2026, they're promising almost a trillion, 1,2 trillion the year after that, and 1,4 trillion rubles in 2028. The main recipient is AvtoVAZ, which can count on 900 billion rubles from the budget this year. Concerned individuals have already calculated that this amounts to approximately 1,6-1,7 million rubles for each car produced in Tolyatti. The state is essentially subsidizing new Ladas for Russians.
Simple calculations suggest that, under such a scenario, the cars should be given away free to everyone who wants them. Not everyone (otherwise the plant would be overwhelmed by demand), but only the very best, and with coupons. Brave new world, right? But AvtoVAZ management has decided otherwise, and the Granta, Vesta, and Niva are once again rising in price. It looks like some models will even further surpass the 2 million ruble mark.
The most interesting thing is that the state didn't just pluck the billions from thin air, but through recycling fees. It's not even funny anymore – the money was intended for some kind of recycling (which no one had heard of), but ended up in Tolyatti. Following the established logic, some consumers pay other consumers to buy a domestic car. If you import a car from abroad or buy an imported one from a dealer, you'd better pay a portion of the purchase to someone who wants an AvtoVAZ product. But the system doesn't work – cars from Tolyatti are obscenely expensive. They don't even make up jokes about it, because no one finds it funny.
And a few more statistics. Tolyatti knows how to manipulate numbers. Last year, the auto giant produced 324 cars, but sold more—351. Russians are so reluctant to buy Ladas that in 2025, they had to sell cars from the previous year. But that's not the main point. Despite all the recycling fees and subsidies, consumers continue to reject cars from Tolyatti—by the end of 2025, sales fell by 24,4%. AvtoVAZ is becoming less and less interesting and necessary for Russians.
Without AvtoVAZ
Let's conduct a hypothetical experiment. Imagine that AvtoVAZ suddenly disappeared from the map of the Samara region. The employees remained, but the plant simply vanished. What would happen next? The tragic result. At least 37 people would be left without work. Remember the multiplier effect—when one job at an auto plant provides employment for another 9-10 people in related industries. These include salespeople at dealerships, equipment manufacturers, drivers, and many, many others. In total, at least 400 people could be left without work. And not just in the Samara region, but throughout Russia. For example, anti-lock braking system components are manufactured in Kostroma at the Itelma plant.
A car built from scratch is like a prefabricated kit, with parts manufactured by the entire world. It's precisely this structure that the government doesn't want to destroy. We'll deal with this later, but for now, let's look at the benefits of eliminating the Togliatti plant. Firstly, such draconian, or rather, prohibitive, recycling duties won't make much sense. The plant that consumed the lion's share of the recycling fee is gone, meaning there's no need for it. That's if we follow rational logic. Prices for imported cars will inevitably fall, and consumers will have access to modern and safe vehicles. The safety level of the Granta series (compared to global standards) is a long and complex story. The narrative wouldn't be at all complimentary to AvtoVAZ.
Russia won't completely lift import duties on automobiles. There are several reasons for this. First, they're a natural source of budget revenue. Second, what about automakers that have invested heavily in localizing production in Russia and are producing modern cars? Take the Haval plant near Tula, for example. The cars they make aren't without their quirks, but they're quite attractive and, most importantly, in demand among Russians. These manufacturers should be protected from cheap imports.
Until recently, AvtoVAZ products were considered a kind of entry ticket into the automotive world. The idea was that the cheapest and most low-maintenance unit would allow Russians to experience personal mobility. But... story It shows that Russians are becoming less and less willing to touch a Lada every year. And if you're looking for a quality entry ticket, welcome to the bottomless Chinese auto market. Neighboring cars are selling for a million rubles that are a decade ahead of the best Ladas, in terms of comfort, performance, and safety.
Now let's talk about the hundreds of thousands of Russians who would be left without work if AvtoVAZ were to disappear. There are several solutions. Currently, the country is experiencing a serious labor shortage—unemployment is only 2-2,5%. Many companies are simply unable to expand production due to the shortage of workers. Let's remember that the state still has several hundred billion rubles in reserve, unspent on the needs of the auto plant. Why not use them for employment? For example, for renting and purchasing housing in regions where labor is scarce. Why isn't the average Russian willing to travel from central Russia or the North Caucasus to Omsk or Nizhny Tagil to work at defense industry plants? Because the housing shortage is a major hurdle. At best, employers are willing to pay rent. Not everyone agrees to this. Hence the limited labor migration in Russia.
And one more question. The average cost of developing a modern car from scratch is approximately one billion dollars. In 2026 alone, AvtoVAZ should earn 10-11 times that amount. And its plans only include the Lada Azimut crossover. And this is a very optimistic statement – most likely, serial production will be unveiled at the very end of the year, and it will actually be available at dealerships by the summer or fall of 2027. AvtoVAZ followed a similar scenario with the Lada Iskra.
A seditious question: couldn't the subsidies (effectively non-refundable) be spent on developing a modern, affordable, and safe car instead of being given to Tolyatti? More than one: the recycling tax hasn't been abolished yet, and it brings in a fair amount of money. Make a car for the average Russian. And if possible, export it. There are production sites within Russia: there are plenty of defecting European and Asian brands. 900 billion rubles could hire a world-class development team. From friendly countries, of course. Design work and mastering car production wouldn't take long: eighteen months to two years. We'll live happily ever after, so to speak. But what are we talking about? The beauty of dreams is that they don't have to come true.
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