Prospects for Loalty Formation Toawards Chinese and Domestic Automobile Brands in the Russian Market

In 2022, the Russian automotive market underwent profound structural changes: due to the geopolitical situation, 46 foreign brands, which were previously in high demand among Russian consumers, left the Russian automotive market. At the end of 2023, the structure of the Russian automotive market was determined by Chinese and domestic automotive brands. The number of officially represented Chinese automobile brands from 2022 to the beginning of 2024 increased 3 times (from 11 to 30 names). The share of Chinese car sales in the Russian car market has increased significantly, while the share of foreign car brands (Korean, Japanese and European) popular among Russian consumers has decreased almost 5 times. The purpose of this paper is to determine whether Chinese automobile brands in the conditions of the changed Russian automobile market will be able to increase consumer loyalty to them in the short term. Will the active expansion of Chinese automobile brands be supported by an increase in consumer loyalty to them?