"The main thing is the price": an expert assessed the prospects of the revived Volga brand

      On May 4, 2026, at 11:20, Society The cars of the revived Volga brand will not cost less than 2 million rubles. This opinion was expressed by the president of the Association of Russian Automobile Dealers (ROAD), Alexey Podshchekolin, as reported by "Russian Newspaper." According to him, the new models are based on already well-known models that have proven themselves in the market. At the same time, the brand will have to recreate its image, despite the historical prestige of "Volga" in Russia.

      "The main story now is the price, how much the new brand cars will cost. Because there are two problems here. The first is that Volga still does not have the image of being premium. It is some kind of kind story, although not for the younger generation. But in the history of the country, 'Volga' is a prestigious model. Now, however, this prestige needs to be created anew. Because these cars will not cost up to 2 million rubles, most likely around 3 million rubles, and in the end, they will find themselves in a very competitive segment," he noted.

      The head of ROAD emphasized that the price should not exceed that of Chinese competitors. In his opinion, if the competitive price is maintained, the brand has good prospects.

      "If we manage to keep the cost, then the brand will be successful. The assembly is still in Nizhny Novgorod. This is our second little Detroit. There are many institutions there, and the logistics are quite good. Central Russia, you can get out in all directions. Therefore, there are many chances, the main thing is the price of the car," Podshchekolin added.

      Let us remind you that production of three Volga models has started in Nizhny Novgorod - the C50 sedan and the K50 and K40 crossovers. Sales are planned to begin in the summer. The first owner of the new Volga was the governor of the Nizhny Novgorod region, Gleb Nikitin. According to sources, the starting price of the cars may begin from 3 million rubles. NIA "Nizhny Novgorod" has channels on Telegram and MAX. Subscribe to stay updated on the main events, exclusive materials, and operational information. Copyright © 1999—2025 NIA "Nizhny Novgorod". When reprinting, a hyperlink to NIA "Nizhny Novgorod" is mandatory. This resource may contain materials 18+