Andrey Shilov at WordPress

The notes of a journalist working in Europe for Russian TV

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Lada. Da-da!

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Lada was a dream for Eastern Germans. Indeed, one would dream even about a Soviet car when there are just cardboard Trabants around you. When the Wall fell normal cars from the West arrived and Volkswagen even built a plant in former GDR.

 

But I noticed an interesting thing while making a report about today’s sales of Lada in Germany.

lada 

Right after the reunification Eastern Germans despised Lada: a communist car, from the USSR… But demand reappeared after some time. Nowadays 60% of all German sales are in the former West Germany and 40% in the former East one – approximately equal to the territory ratio.

 

So the Soviet shade disappeared during the 20 years. The image has been reinvented, so to say. Now it is just an inexpensive car standing close to Suzukis and Kias in car sales centres. It is far not a leader on the market: just 2400 Ladas were bought in Germany last year while its population is 82 mln. But still people buy it: ”A car for the youth”, “low price”, “a second or a third car for your family”.

 

Dark legacy of the past disappears during just one generation time. At least on the market.

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Written by andreyshilov

April 3, 2009 at 10:11 pm

Posted in Uncategorized

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