Analytics: Luxury Ride

The crisis is a crisis, and the demand for super-expensive luxury cars in Russia is still growing. Moreover, many buyers in this segment are willing to lay out considerable amounts for additional luxury options

They say the rich cry too. But, apparently, not at the time of automobile crises. If now in the Russian market as a whole we are witnessing another slide in sales, in the segment of luxury cars, on the contrary, there is a noticeable recovery in demand.

Yes, formally this segment is also shrinking. According to the Avtostat Analytical Agency, the volume of the Russian market for new luxury segment cars for the eight months of 2019 showed an average decrease of 10.7% to 867 units. However, if you look closely, then most elite brands are not doing so badly, they not only do not experience a fall, but even an impressive increase in sales was recorded.

In particular, according to the same Avtostat, in the current year, demand for Rolls-Royce cars doubled, 2.8 times for Lamborghini cars, Bentley sales increased by 37%, Ferrari – by 5%. The average statistics for the luxury segment are spoiled by its best-selling model – Mercedes-Benz Maybach S-Class, the sales of which since the beginning of the year have fallen by as much as 36%. Although there are other losers – the Maserati and Aston Martin brands, which showed a fall of 47 and 33%, respectively (see chart).

Premium off-road

The main drivers of luxury segment sales in Russia are the SUVs that appeared in it. The manufacturers and the target audience of this most conservative market niche finally realized that with maximum comfort and luxury you can move around not only in a limousine, but also in a car with increased ground clearance. So now such models are just selling like hot cakes.

“A notable event was the launch of the Urus crossover from the Lamborghini brand on the Russian market in 2019 – now this model occupies 80% of the total sales of the brand,” says Alexander Zakharov, head of key clients at AvtoSpetsTsentr Group. “The new Rolls-Royce Cullinan SUV, which already accounts for 64% of the total sales of the brand, is also in good demand.”

At the same time, the prices of luxury SUVs do not bother rich customers. So, the Cullinan model is estimated at about 30 million rubles. The brand justifies this by the presence in the car of advanced technical solutions designed to create maximum comfort for its owners. “Off-road comfort in the Rolls-Royce Cullinan is provided by a fully-controlled chassis and air suspension with adjustable clearance and adaptive shock absorbers that continuously adjust their resistance according to the readings of many sensors,” said Alexander Zalogin, Avilon dealership director. Rolls-Royce. ” – In some trim levels, the trunk is separated from the passenger compartment by a solid glass partition, which helps reduce noise and maintain temperature. The cabin offers two configurations of the rear seats. The first, called the Lounge Seat, with folding seats in the second row, provides space for comfortable seating of three passengers, which is especially convenient when using the car for trips with family or friends. The second, Viewing Suite, has two additional chairs and a table for relaxing in the parking lot or for picnic trips. ”

However, it cannot be said that with the advent of SUVs, other luxury models in Russia were ignored. Brand new luxury limousines also continue to drive out of dealerships. For example, Rolls-Royce recently began selling the updated Phantom sedan, the price of which in some trim levels reaches 45 million rubles. The machine is equipped with a 6.7-liter engine with 571 hp, its maximum speed is 250 km / h, acceleration to 100 km / h is 5.1 s.

“The Phantom model is based on a new aluminum platform, which has increased the rigidity of the power structure of the body by 30% and at the same time increase the mass of the car,” explains Alexander Zalogin. – Moreover, even the previous Phantom was still considered the quietest car, and now it has received 130 kg more soundproof materials. The soundproofing covering of the body and the tires foamed inside create almost complete silence in the cabin. ”

Speed ​​solution

Do not forget about speed lovers. Wealthy customers who rave about speed still cannot deny themselves the pleasure of having a dream car in the garage with outstanding dynamic characteristics. Therefore, among the manufacturers of such machines, the motor power race continues. So, in Russia, Ferrari dealers recently started officially selling the model with the most powerful engine in the history of the Italian brand – the Ferrari 488 Pista coupe and a variant of the same supercar in the back of the 488 Pista Spider convertible. They are equipped with a 3.8-liter V8, thanks to which the cars have tremendous dynamics: the sports car accelerates to “hundreds” in 2.85 s, and up to 200 km / h in 7.6 s, and the maximum speed is more than 340 km / h . These models are now finding buyers in Russia at prices ranging from 29.5 to 34 million rubles.

Another “stunning” offer on the market is the limited edition Aston Martin Valhalla, named after the name of paradise in German-Scandinavian mythology, where warriors who fell in battle fall into. Valhalla is equipped with a 1,000-horsepower hybrid turbocharged powerplant, carbon fiber bodywork, carbon-fiber seats, all-wheel drive with electronic rear differential lock. In addition, the design uses a unique flexible wing, which depending on the mode of movement changes the shape of the profile. This allows the hypercar to successfully accelerate to 100 km / h in 2.5 s, and the maximum speed of the road car reaches 354 km / h. It is assumed that the novelty is released in a limited edition of 500 pcs., In Russia it can be ordered for 127 million rubles. According to unofficial information, even at such a price, Russians have already found buyers for the car.

Splashes of champagne

Another notable development touch on the Russian luxury automotive segment is associated with additional options. It is difficult to imagine, but sometimes their cost may exceed the price of a separate premium car. For example, the most expensive actual option of the luxury segment today can be recognized as a special set for champagne in Rolls-Royce cars for … 5.7 million rubles. This original handmade box is covered in genuine black grained leather, inside there is a special thermoregulating capsule for champagne with the RR monogram (to maintain the optimum temperature of your favorite drink). And the owners of the Rolls-Royce Cullinan SUV are in demand for the option, thanks to which the cocktail table and seats are automatically pushed out of the special compartment in the trunk (price – 2.35 million rubles). A set of Rolls-Royce travel bags, specially made for installation in the trunk of the Phantom model, can be purchased for 1.4 million. And, as sellers assure, this year several sets of such bags were purchased in our country.

In addition, dealer managers note that every second Rolls-Royce in Russia is sold with the “starry sky” option, which creates the illusion of the glow of stars on the ceiling of the cabin (price – 1.5 million rubles). Although there are more practical solutions – for example, most buyers of the Ferrari 488 Pista prefer to equip the sports car with carbon wheels for 1.74 million rubles, which weigh 40% less than light alloys. Among fans of the English brand Aston Martin, the brand logo made of pressed carbon is especially popular – it is installed on every third car “for only” 300 thousand rubles. And Lamborghini buyers are eager to order extended packages of carbon fiber and carbon fiber Forged Composites worth from 600 thousand.

Experts believe that in the near future sales of luxury cars will continue to be in great demand. Thus, analysts at the Freedom Finance investment company predict that by the end of 2019 and 2020, the segment will show positive sales dynamics. This is largely due to the fact that the purchasing power of consumers of luxury goods around the world (including in Russia) does not suffer much from certain crises. At the same time, for the Russian elite, the car continues to be not only a means of transportation, but also an indicator of high social status and affluence. Many businessmen admit that it really matters to them whether the future partner or employee came to the negotiations – in the sparkling Lamborghini Urus or on a simple sedan from the mass market.

Source: Avtostat

Author

Alexey Grammatchikov, editor of Expert magazine

Edition

Auto panorama No. 1 2020