The used car market has turned upside down: the Chinese are pushing everyone out, and dealers are losing market share.

      At the same time, the total number of offers in the market is estimated at 6 million units. Experts are noting radical changes in the structure of demand, sales channels, and consumer behavior. Let's figure out what is happening and how it reflects on car enthusiasts in Kirov.

      The Chinese are taking over the secondary market

      The main trend of recent years is the expansion of Chinese brands. In just four years, they have captured about 50% of the new car market and are actively entering the secondary segment. In the first half of 2026, the demand for used Chinese cars increased by 30% with an overall market growth of 10%. The share of such cars in the "secondary market" reached 6% — double what it was three years ago.

      At the same time, there is a noticeable trend towards localization: the share of Russian brands increased from 20-25% at the beginning of 2025 to 40% in the summer of 2026, while the share of Chinese brands decreased from 60% to 48%. This is related to the adaptation of production and changes in consumer preferences, reports mkset.ru.

      Buying a car goes online

      Today, the buyer's journey begins online. 78% of users search for a new car on the internet, while among buyers of used cars, this figure reaches 88%. At the same time, 40% of survey participants admit that the car buying process causes them anxiety. Therefore, the decisive factors become the transparency of the transaction and trust in the seller.

      Attitudes towards financing are also changing. The share of buyers planning to take a loan for a new car increased by 6 percentage points over the year — to 67%. In the secondary market, this figure is significantly lower (31%) — primarily due to the lack of convenient solutions for financing transactions between private individuals. This limits demand: buyers either overpay for expensive consumer loans or choose a car based on their budget rather than their actual needs.

      The offline stage remains, but the role of the dealer is changing

      Despite digitalization, the final stage of the transaction most often takes place offline. 57% of buyers want to complete most of the process remotely but finalize the deal in a personal meeting with the seller. The share of communication in chats on online platforms has increased by 10 percentage points over three years — to 65%, and hundreds of thousands of people use built-in messengers daily.

      Dealers still maintain control over key stages, but their role is transforming. In developed markets, they account for 60% of used car sales, while in Russia, it is only 20%. The potential for growth is enormous, but it is only possible if the dealer offers the buyer clear value: quality service, transparent selection, and favorable conditions.

      Artificial intelligence and new tools

      Market leaders are moving away from dependence on traffic volume to managing the funnel, inventory, and margin based on data. For this, dealers need an infrastructure of services that automate key processes: signals for purchasing cars, posting and promoting ads, and analyzing the competitive environment.

      A separate layer is tools based on artificial intelligence. They help identify "hot" clients, conduct traffic audits, and automate routine tasks, such as assessing the condition of a car. It is the comprehensive use of such tools, rather than individual solutions, that determines the success of dealers in the new market model.

      What this means for the Kirov region

      These trends are already noticeable in the local market. Kirov car dealerships are recording an increase in interest in Chinese models among both new car buyers and in the secondary market. Online platforms are actively displacing traditional methods of searching for a car — more and more residents of the region first study offers online before going to see a car.

      At the same time, problems remain: buying a used car from a private seller is still associated with risks, and accessible financing in the "secondary market" is poorly developed. However, this is where dealers have a chance to offer clients convenient financial products and "turnkey" services, which could become their competitive advantage.

      The market is changing rapidly, and those who can adapt — implement digital tools, increase transaction transparency, and provide the client with maximum information — will come out ahead. Meanwhile, buyers are increasingly choosing online but still want to see the car "in person."