Putin takes over Toyota factory to produce limousines

The factory in St. Petersburg, which was once owned by Toyota, has now been acquired by a state-owned company. This entity plans to launch production of the Aurus Senat at this location — a vehicle that not only stands out as a prominent model within the brand’s lineup but also doubles as the government limousine used by Vladimir Putin.

Aurus is regarded as a significant achievement of the Russian automotive industry, with the Senat limousine serving as a key model. It is not only favored by Vladimir Putin, but also caught the attention of Kim Jong Un, who received one as a gift from Putin himself.

Despite its nickname "The Russian Rolls-Royce," in reality, it falls short of matching the performance, prestige, and safety features of state vehicles used by leaders of other nations, including the President of the U.S. with the renowned "Beast."

Moreover, despite efforts to build its market appeal, Aurus has not achieved commercial success, as evidenced by the sale of only 40 units in the first quarter of 2024. Even the closure of the Russian market to Western brands has not bolstered its popularity.

NAMI, a state-owned entity and the majority shareholder of Aurus, has taken over the former Toyota factory. This St. Petersburg plant is set to commence the manufacture of the Senat model in 2024, marking the second production site for Aurus, with its initial facility located in Tatarstan, roughly 621 miles from Moscow.

Yet, it is doubtful that the rebranding and relocation of production to St. Petersburg will substantially elevate the image or demand for Putin's preferred limousine. The anticipated facelift of the model in 2024 might not bring the desired rejuvenation. With the Russian automotive market currently being overtaken by Chinese manufacturers, who have quickly capitalized on the absence of Western brands, local factories struggle to match the know-how, design excellence, and skilled workforce that their international counterparts possess.