"The designation 'Moscovici 8' has proven ineffective."
The Moskvich 8, a new seven-seater crossover, has faced a challenging start in the market, with just 24 units sold in the first month after sales began on July 22, 2025. This limited market uptake has raised concerns for the Moskvich automobile plant.
The Moskvich 8 is available in two main configurations: "Business" and "Premium". However, the high pricing of the models, with the basic version starting at 2.98 million rubles and reaching up to 3.37 million rubles for the top "Premium" configuration, may be deterring potential buyers. The competitive segment in which the Moskvich 8 is positioned may offer consumers more established alternatives, negatively impacting demand.
Additionally, the delays in the release of the Moskvich 8 are likely due to challenges in re-establishing the brand and adapting existing models. The Moskvich 8 is the fourth revived model after Moskvich 3, 3e, and liftback 6, indicating a broader phase of brand rebuilding that often involves delays.
The market competition and positioning of the Moskvich 8 may also be contributing to its low demand. Reports suggest that a new crossover model based on the British-Chinese MG brand (MG HS) may enter the Moskvich lineup, potentially creating internal competition or signalling strategic uncertainty.
Moreover, the revival of the Moskvich brand itself presents challenges. Consumers may be skeptical, and building dealer networks and aligning production capacity can delay launches and suppress early sales.
The initial plans for the release of the Moskvich 8 were to start sales in October 2024 and deliver it by the end of the year. However, these plans were not met due to disagreements between Moskvich and its Chinese partner JAC, resulting in the termination of their cooperation over technical documentation disputes. The scheduled start of mass sales for the Moskvich 8 has been moved to the end of August to early September.
Supplies of the Moskvich 8 are expected to be available at dealerships such as "Avtopassazh" and "Avtomir" in the fall. Despite the lacklustre sales so far, it remains to be seen how the Moskvich 8 will fare in the competitive crossover market as it becomes more widely available.
[1] Source: Various reports from the Moskvich automobile plant and industry analysts.
The high pricing of the Moskvich 8 might not sit well with potential buyers in the competitive finance industry, considering that consumers have alternatives with established brand reputations. Moreover, challenges in the automotive industry, such as the Moskvich automobile plant's attempts to re-establish its brand and adapt existing models, could be contributing to the delayed production and reduced demand for the Moskvich 8, impacting its performance in the finance and transportation sectors.
