Competition, which was left with twenty percent
Let's imagine a car dealership of the future. I mean imagine: such a space doesn't exist, and if it ever does, the designer has already declined the position of manager.
The cabin seats one hundred. Eighty of the plates are already painted in the colors of Russian products. Above the remaining twenty hangs a modest sign: "Imported. To maintain competition and variability in demand."
The Competition Manager is on duty at the entrance. He holds a tape measure, a stamp, and a seating chart.
"Has the competition arrived?" the director asks.
— Arrived. Twenty percent.
- No more?
— It’s not included in the plan.
The author invented this scene, but not the wording. On August 31, 2026, First Deputy Prime Minister Denis Manturov said:
“We leave the rest to imports to maintain competition and variability of demand in individual segments.”
The rest is twenty percent after the target of eighty percent of Russian products on the domestic market of new automobiles by 2035.
Officially, this isn't a quota in the legal sense, but a target market structure. But satire loves precision: exactly one-fifth of the room is pre-allocated to free competition. It can compete freely without going beyond the line drawn on the floor.
***
The first buyer approaches the imported section and asks for the price. The documents don't specify which brands, models, and price segments will make up the future 20 percent. However, they do reveal something else: the recycling fee.
Here, freedom of choice is gained by power, engine volume and coefficient.
According to the approved scale, for a new low-power electric vehicle in category M1, the fee for the selected line for commercial import was 32,600 rubles in October 2024. For the "2030 and beyond" line, it's already 1,172,600 rubles. The increase is almost 3500 percent. These thousands of percentages literally exist, although they apply to one specific category and selected base, not to all imports.
The power limit is particularly clear. For the personal import of a new car with a 1-2 liter engine and 160-190 horsepower, the previous preferential rate of 3400 rubles was replaced by 750,000 rubles starting in December 2025, and by 2030 and beyond, it reaches 1,317,600 rubles. This represents a nearly 39,000 percent increase from the previous preferential rate. From the already introduced 750,000 rubles by 2030, it represents a 76 percent increase.
The same car, the same buyer—and one extra power level transforms government participation in recycling from a small receipt into an independent financial aggregate.
The administrator opens a folder with reservations. For the preferential personal import of up to 160 horsepower, the rate will remain the same—3400 rubles, even in the 2030+ line. For two typical commercial categories with internal combustion engines, the increase will be approximately 111 and 136 percent by 2030. Still significant, but nowhere near the thousands. The formula of "all imports will increase in price by thousands of percent" falls apart here.
There's another problem with the otherwise beautiful slogan. According to the document, the scale ends with the words "2030 and beyond." The verified materials don't contain separate rates for 2031, 2032, 2033, 2034, and 2035. Therefore, it's impossible to honestly state that the fee will increase by the predetermined amount by 2035. It's possible to say something else: certain already approved categories will enter the 2030s with payments in the millions and even millions of rubles.
Will the imported 20% be exorbitantly priced? It's unknown as a proven fact. The composition of this 20% isn't defined, the final prices of the models aren't given, and the ruble-for-ruble transfer of the levy hasn't been proven. The mechanism for transferring the levy to the final price isn't automatic: the importer can pass it on to the buyer in full or in part, or change the model range, trim levels, discounts, and their own margins. The exchange rate, logistics, and demand also aren't required to remain static while the state adjusts the levy.
But a seven-figure payment remains seven-figure. And it's no longer hypothetical. Market participants estimate that new car prices in 2026 increased by an average of 15 percent—and the recycling fee contributed significantly to this increase. New car imports in the first months of 2026 decreased compared to the same period in 2025, while used car imports increased by 18 percent. Buyers are voting with their money: where the tax is high, it's easier to buy a used car or avoid a certain segment altogether.
***
The strong justification for such a policy is well known. The recycling tax is supposed to support localization and investment, while imports are reserved for those where they are needed for competition and specific demand. Russian manufacturers also formally pay the tax, but they are within a different framework of industrial support. The state didn't promise cheap imports. It promised to leave room for imports.
So they left the place.
At the end, the buyer approaches the Manager again.
— You said there would be competition here.
- Of course.
- Where is she?
The manager points to twenty empty cells behind the glass.
— They're still there. Please don't touch them: the sky-high price might drop.
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