Russia has a new luxury brand: Aurus
- In the past, Russia had a luxury automobile brand (ZIL) which sold its models mainly to the political dignitaries and the higher administration of the Soviet regime. This brand, which was also a manufacturer of trucks, ceased the manufacture of its limousines in 2012. Since that date, the Russian top administration makes do with cars imported from Europe, such as Mercedes S-Class, Audi A8 or BMW 7 Series.
- President Vladimir Putin, who wants to restore the Russian automobile industry's luster, encouraged manufacturers to design a new national luxury sedan. The Aurus is manufactured by the Russian company Sollers, previously specialized in the assembly of Ford and Mazda vehicles, as well as in the production of UAZ utilities.
- The Aurus is positioned as a competitor of luxury brands such as Bentley or Rolls-Royce. But the car’s first objective is to be a national symbol, showcasing the know-how of Russia.
- Aurus hopes to persuade wealthy Russian consumers to turn away from Western brands. Russian Minister of Commerce Denis Mantourov unveiled the first two models in the range at the Moscow Motor Show : the Senat limousine and a sedan also named Senat. An SUV should follow next year.
- Prices for Aurus models should be positioned between those of Mercedes and Rolls-Royce.
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