With the Russian market growing into one of the largest in the world, automakers from around the world descended this past weekend on the Moscow Motor Show in pursuit of a slice of that pie. But you can bet that Lada, one of Russia's biggest domestic players, wasn't going to miss out on the opportunity to roll out its latest, and that's just what it did.
When is the last time you watched five minutes of video on a Lada that didn't involve dual power windows, fires or Fifth Gear? Don't feel bad if the answer is, "What's Russian for 'never'?", but now's a good time to change that. Lada wants the world to know that it's no longer the old Lada, revealing its very brown and rather sleek XRay concept at the Moscow Motor Show, and it didn't stop at taking a mound of photos in order to show it off.
We've seen the tactic plenty of times before: an automaker that wants to up its game, so it hires a designer from a brand it seeks to emulate, then releases concepts that make people go "Ooh la la." Lada is the latest, having hired Steve Mattin to be its design head. Mattin is coming off tenures as senior designer at Mercedes-Benz and chief designer at Volvo before emigrating to the Russian side of life (although the company's design bureau is in Milan, Italy).