Lada was the name under which Russian manufacturer AutoVAZ began exporting their cars to Europe during the 1970s. It was established in collaboration with Fiat and early vehicles were based on the Italian company’s models. Sanctions prevented exports from Russia to the USA at this time but the brand saw some success in Britain and Europe.
The first Ladas were very similar to the Fiat 124, which had been in production since 1966. Modifications were made to make the car suitable for harsh Russian climates, though the lack of luxury and its outdated technology meant it did not fare well in other markets.
The company’s fortunes would change with the introduction of the Niva in 1977 and the Riva in 1980. The Niva, Lada’s first four-wheel drive vehicle, was praised for its off road capabilities and is still in production today. The Riva marked the brand’s establishment as a competitor in the UK market, accounting for 2% of the country’s total car sales in 1988.
This success was to be short-lived, though, as economic difficulties in Russia meant investment in development suffered in the 1990s. Increasingly the cars seemed old fashioned and reliability became a problematic issue. In 1997 Lada cars were withdrawn from Britain and much of Europe, with many dealers going out of business.
Since then a large number of Ladas have been exported back to Russia, as the European versions are considered to be of higher quality than the domestic. AutoVAZ continues production of almost one million cars each year and in 1999 entered into a venture with General Motors, known as GM-AutoVAZ.
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