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JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT
Journals / JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT / Issue 3, 2026 / Marketing strategies of chinese car dealers in the russian market under conditions of sanctions pressure
UDC
339.138

MARKETING STRATEGIES OF CHINESE CAR DEALERS IN THE RUSSIAN MARKET UNDER CONDITIONS OF SANCTIONS PRESSURE Marketing strategies of chinese car dealers in the russian market under conditions of sanctions pressure

Published in JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT · Pages 109–115 · Rubric: SCIENTIFIC ARTICLES
DOI: https://doi.org/10.26118/2782-4586.2026.64.74.014
Received: 01.04.2026 Accepted: 16.04.2026 Published: 16.04.2026
Authors
N.
N. L. Ketoeva
K.
K. S. Kryukov
ABSTRACT
This article provides a comprehensive analysis of the marketing strategies of Chinese car dealers in the Russian automotive market amid heightened sanctions pressure. The study examines the reasons for the rapid growth of Chinese automakers, which will reach a 61-62% share, as well as the factors that have ensured their competitive advantage following the departure of European, Japanese, and Korean brands. Particular attention is paid to key marketing areas such as price positioning, dealer network expansion, strengthening after-sales service, developing a technological image, and actively using digital promotion channels. Based on statistical data and industry reports, the strengths and weaknesses of Chinese brands, as well as their opportunities and threats, are identified in a changing international economic and regulatory environment. The paper shows that, despite significant success and rapid market penetration, the activities of Chinese auto dealers are associated with a number of risks, including the threat of secondary sanctions, restrictions from Chinese financial institutions, increased logistics costs, volatility in demand on the Russian market, and intense competition within the Chinese segment itself. It is concluded that the sustainability of the Chinese presence in Russia will depend on the ability of companies to adapt to external challenges, adjust marketing strategies, and build long-term models of interaction with consumers.
KEYWORDS
Chinese car dealers, Russian automobile market, sanctions pressure, marketing strategies, dealer networks, price positioning, digital promotion, after-sales service, secondary sanctions, consumer demand
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