Sales of Mazda and Toyota cars on the Russian market increased tenfold in the first quarter of this year. Experts interviewed by Motor magazine attribute this to the preservation of a “tax niche” for engines with power up to 160 hp. and the loyalty of some Russians to traditional brands.
Mazda: almost 14x growth on one model
From January to March 2026, 6,802 new Mazda cars were registered in Russia, according to the analytical agency Autostat. This is 1,294% more than in the same period last year (488 units). Such a significant increase was ensured by almost a single model – the Chinese-assembled Mazda CX-5 crossover. It accounted for 90.8% of all brand registrations (6,183 vehicles).
The key factor in demand is the 2.0-liter naturally aspirated engine producing 155 hp. This modification falls into the category of cars with an engine up to 160 hp, for which, from December 1, 2025, a preferential recycling fee rate has been maintained when imported by individuals for personal use. It was this regulatory restriction, according to the experts interviewed, that provoked increased interest in the model.
Mazda CX-5
Mazda
Mazda CX-5 on the Russian market is offered at prices ranging from 3.7 million rubles (basic Comfort package) to 4.72 million rubles (top version Smart Elegant Pro with leather trim and an expanded range of options). For comparison, the direct competitor of the Russian-assembled Haval Jolion costs from 2.1 million rubles. Despite the higher price, the CX-5 remains in demand thanks to its reputation as a reliable car with quality trim materials.
The crossover is equipped with a 2.0-liter naturally aspirated Skyactiv-G engine (155 hp; 200 Nm), a six-speed automatic transmission, and is available with both front-wheel drive and all-wheel drive. Trunk volume is 506 liters (up to 1620 liters with the rear seats folded). Cars supplied to the Russian Federation have a simplified multimedia system without Russian language support and lack a number of electronic assistants available for the European market.
2.0-liter naturally aspirated Skyactiv-G engine (155 hp; 200 Nm)
Mazda
The Japanese representative office of Mazda Motor Rus LLC, established by Mazda Motor Corporation, continues to operate in Russia. The company is the exclusive distributor of the brand; in addition to selling spare parts and oils under the MZD Oil & Parts brand, the subsidiary of the Japanese concern supplies its products from China.
Now in China, the new Mazda CX-5 crossover can be purchased for approximately the equivalent of 1.3 million rubles, one of the suppliers of custom-made cars told Motor magazine. At the same time, the country’s authorities previously introduced a “cooling period”: theoretically, a new car cannot be taken out of the state earlier than six months after purchase.
However, sellers in China help partners circumvent these restrictions. At the same time, such cars are significantly more expensive than their Russian-assembled Chinese classmates, but still have their own consumer audience.
Toyota RAV4
Toyota
Toyota: double growth
Toyota sales in the first quarter of 2026 increased by 111%: in three months, 6,914 new cars were registered against 3,283 a year earlier. The brand’s market share reached 2.6%.
The vast majority of cars (88%) are assembled in China. Official production of Toyota in Russia was stopped in September 2022, deliveries are carried out exclusively through parallel imports from China and other countries.
The following models are the most popular among Russians: RAV4 (2,350 units, growth 170%), Highlander (2,263 units, growth 396%), Camry (1,264 units, growth 38%), Land Cruiser Prado 150 (170 units, growth 100%). Corolla sales totaled 158 units, down 13%.
The leader was the RAV4 crossover. Evgeniy Zabelin, head of EN Cars (supplies foreign cars), in a conversation with Motor magazine, linked the surge in demand for the model with the change of its generations. The Chinese version of the RAV4 is produced jointly with FAW and features a different front end design and multimedia interface.
Toyota RAV4
Toyota
The Chinese-assembled Toyota RAV4 is equipped with a 2.0-liter naturally aspirated engine producing 171 hp, a continuously variable transmission (CVT) and an all-wheel drive system with an electromagnetic clutch connecting the rear wheels (without forced locking). The cars are equipped with a leather interior, heated front and rear seats, a panoramic roof and an electric tailgate with a contactless sensor.
The basic configuration of the RAV4 is estimated at approximately 5 million rubles; hybrid versions with a 2.5-liter engine and electric motors reach a price of 7.5 million rubles. Direct deliveries from Japan or European factories have practically ceased.
Expert assessment and forecasts
The fact that in China they are producing a “passable” version of the Mazda crossover (with a 155-horsepower engine) for the new recycling rates has become the reason for the rush demand for it in the Russian Federation.
“From December 1, 2025, we are prohibited from importing cars with a non-commercial recycling fee for personal use that are more powerful than 160 horsepower. That’s why people turned their attention to these cars, because they have the only configuration that is below 160 horses,” noted Elena Lisovskaya, author of the “Fox Rules” project, owner of the car dealerships of the same name.
“There are some consumers who are still not ready to buy “Chinese”, but want “Japanese”. Even if with a less powerful engine, even if it is more expensive, these will be our dear Toyotas and Mazdas,” says Oleg Moseev, ex-head of the Russian Automobile Dealers Association.
Crossover Toyota Highlander
Toyota
Experts interviewed by Motor magazine agree that the current surge in demand for Japanese cars is temporary and is due to a combination of factors: the effect of a preferential scrappage rate for cars with a capacity of up to 160 hp, the presence of alternative supply channels through China and the continued loyalty of some Russians to Japanese brands.
“So that Russians rush to buy [японские автомобили китайского производства]then this is not the case, this is too inappropriate formulation,” says Evgeniy Zabelin from EN Cars.
Elena Lisovskaya shares a similar opinion:
“We, as sellers, simply found those models that we can bring in to get an interesting price. And that’s why people buy them. That’s all,” the interlocutor summed up.
Why you can get rid of Chery cars now The end of the Kyrgyz scheme: how the lives of motorists will change from April 1 How they will punish for illegal car tuning in 2026
