This article explores the visibility and market presence of Chinese automobile brands in the urban landscape of Ekaterinburg, one of Russia’s largest and most economically active cities. In recent years, Chinese automotive manufacturers such as Chery, Geely, Haval, and others have rapidly expanded their presence in the Russian market, filling the gap left by the withdrawal of several Western brands. The study seeks to evaluate how this expansion is reflected not only in sales statistics but also in the observable presence of these brands in the city’s physical space.

The research employs a mixed-methods approach, combining visual observation of car models in various city districts, analysis of dealership networks, advertising visibility. Findings show that Chinese brands have established a noticeable footprint in Ekaterinburg, with certain areas displaying particularly high saturation due to proximity to dealerships, shopping centers, and residential areas.

This study contributes to urban branding and consumer culture literature by linking the physical visibility of automotive brands to broader market trends. The novelty of the research lies in its urban-space-focused methodology and localized analysis of post-sanction consumer adaptation in Russia. The findings provide valuable insights for marketing specialists, urban planners, and automobile manufacturers seeking to understand spatial dimensions of brand presence in transitional markets.

Keywords: chinese automobile brands, urban visibility, Ekaterinburg, market presence, urban space, Russian automotive market, consumer adaptation, dealership networks, brand localization.

Introduction

In recent years, the visibility of Chinese automobile brands has significantly increased in Russian cities, particularly following the withdrawal of many Western car manufacturers due to geopolitical tensions and international sanctions. This shift in the automotive market has transformed not only sales dynamics but also the urban visual landscape. Cities like Ekaterinburg—an industrial and logistical hub in the Urals—offer a unique case for observing how these new automotive actors are shaping everyday urban experiences.

While existing literature covers topics such as brand localization, international marketing strategies, and consumer adaptation to Chinese brands [9] there is a notable lack of studies focusing on the spatial visibility of these brands in public urban environments. Research on urban branding and spatial marketing generally emphasizes advertising or infrastructure, but less attention is paid to the informal, everyday visual presence of products like automobiles, which function as moving advertisements [3].

The «white spot» in this field lies in the empirical observation of automobile brand visibility as a component of urban space and cultural landscape—particularly in the Russian context, where consumer habits are rapidly evolving due to geopolitical and economic factors.

This article aims to fill that gap by analyzing the visual and spatial presence of Chinese automobile brands in Ekaterinburg. The objectives of the study include mapping areas with high brand visibility, identifying contributing factors such as dealership placement or outdoor advertising, and interpreting how spatial presence influences consumer perception and brand legitimacy in transitional markets.

Results

The conducted empirical study confirmed the increasing visibility of Chinese automobile brands in the urban environment of Ekaterinburg, reflecting both market expansion and the strategic integration of these brands into the city’s spatial and communicative infrastructure. The research was based on systematic visual observation of vehicular flows, dealership location analysis, and the documentation of outdoor advertising across several urban districts.

The fieldwork revealed that Chinese car brands such as Chery, Haval, Geely have established a tangible presence in public spaces, particularly in residential areas with recent housing developments, near large retail centers, and along major transportation corridors. The Chkalovsky and Leninsky districts exhibited the highest frequency of Chinese vehicles in everyday urban circulation, suggesting not only the accessibility of these vehicles but also their increasing acceptance among local consumers.

The visibility of these brands is closely tied to the spatial distribution of official dealerships [5]. Most are concentrated in areas with high traffic capacity and logistical convenience, such as along Moskovsky Trakt and Shcherbakova Street, which are well-integrated into the city’s road network. This positioning ensures a consistent visual presence of brand signage and test vehicle displays, thereby reinforcing the brand image beyond direct advertising.

Outdoor advertising campaigns also contribute significantly to brand recognition [8]. Chinese manufacturers were found to be actively utilizing billboard placements, dealership facades, and branded transit shelters to promote key selling points such as advanced technology, affordability, and extended warranty offers. The visual language of these advertisements is localized and appeals to Russian consumer values, often emphasizing reliability, innovation, and economic practicality.

Together, these factors point to a deliberate strategy of spatial brand consolidation, where visibility is not merely a consequence of sales growth, but a coordinated effort to embed Chinese automotive brands into the urban semiotic landscape. This visibility not only supports market competitiveness but also signals a broader transformation in post-sanction consumer culture and the symbolic structure of Russian cityscapes.

The conducted observational study in Ekaterinburg provided quantifiable evidence of the varying degrees of visibility among Chinese automobile brands in the city’s urban environment. Over the course of one week, a total of 500 vehicles representing 13 distinct Chinese brands were recorded in different districts of the city.

To provide a clearer understanding of the distribution, a summary table was compiled, listing each brand alongside the total number of units observed, their calculated share of overall visibility (market share), and a qualitative classification into visibility tiers. This classification system enables a more structured comparison of brand presence, beyond raw numerical values.

Table 1

Summary table

This classification helps contextualize the raw vehicle count and provides insight into how brands are perceived and adopted in everyday urban space. For example, Haval, Chery, and Geely collectively account for nearly 70 % of all observed units, reflecting their leadership in the local market landscape.

The visual representation of market share, shown in the summary table (table 1), further illustrates the dominance of these three brands. Meanwhile, the lower visibility of brands such as Zeekr or Deling may reflect limited dealership presence or market entry barriers.

This tiered analysis contributes to a deeper understanding of brand saturation levels and supports a discussion on how visibility in urban space reflects broader brand communication strategies, local consumer adaptation, and infrastructural support within transitional markets like Russia.

Table 2

Three-tier classification table

Discussion

The results of the field study confirm that Chinese automobile brands have achieved a significant and increasingly structured presence in the urban space of Ekaterinburg. The visibility of these brands—particularly Haval, Chery, and Geely—suggests not only growing consumer interest but also strategic efforts by manufacturers and dealers to embed these products into the everyday visual environment of the city. This visibility operates at multiple levels: through direct observation of vehicles in circulation, spatial positioning of dealerships, and visual advertising.

These findings align with existing literature on urban branding and market localization, which emphasizes the importance of visual exposure in shaping consumer perception and brand legitimacy [4]. In the context of post-sanction Russia, where Western brands have largely withdrawn, Chinese manufacturers have filled the gap both economically and symbolically, taking advantage of open market space and intensified visibility campaigns.

The three-tier classification introduced in the study provides a meaningful framework for evaluating brand presence, going beyond raw numbers to offer insight into the market’s structural dynamics. High-visibility brands are not only market leaders in terms of units observed, but they also benefit from a strategic alignment of advertising, dealership infrastructure, and consumer accessibility [6]. Conversely, low-visibility brands may either represent niche market entries or face limitations in brand communication, dealership outreach, or consumer trust.

Importantly, visibility in urban space does not merely reflect sales figures but functions as a semiotic tool in public space—cars serve as moving advertisements, and their presence can influence brand awareness more subtly than traditional media [1]. This suggests that future marketing strategies should take spatial and communicative dimensions into account, especially in transitional markets where brand recognition is still forming.

Conclusion

This study has demonstrated that Chinese automobile brands have successfully established a strong and multi-dimensional presence in the urban environment of Ekaterinburg. Through the systematic observation of 500 vehicles, the research identified significant variations in brand visibility, with Haval, Chery, and Geely emerging as the most prominent players. These findings reflect not only sales performance but also the spatial and communicative strategies employed by brands to shape their presence in the city.

The three-tier classification of brand visibility — high, medium, and low — allowed for a more nuanced interpretation of how automobile brands occupy physical and visual space. High-visibility brands were typically supported by localized infrastructure such as dealerships and outdoor advertising, while low-visibility brands may require stronger positioning strategies to compete in an increasingly saturated market.

From a broader perspective, the study contributes to the discourse on urban marketing, brand localization, and consumer adaptation in post-crisis economies. It highlights how visual presence in urban space can serve as both an indicator and an instrument of market positioning. Future research may expand on this approach by incorporating consumer interviews, longitudinal tracking of visibility over time, or comparative studies with other Russian cities. Such efforts would further illuminate the role of spatial communication in shaping the trajectories of international brands in emerging markets.

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