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2010-12-23 07:58:51
By Katia Moskvitch BBC News, Moscow
Nikolai Fomenko, Marussia Motors CEO, explains some of the features of the car
Parked in an old Soviet-era factory in northern Moscow, the ultra-sleek
supercars seem oddly out of place.
Global Car Industry
The cars' bright colours and shiny exteriors contrast sharply with the rusty
water pipes and the paint peeling from the grey buildings surrounding them.
Modern cars are no longer rare in Moscow.
In the streets outside the old plant, the traffic is heavy with Western models
that are vastly superior to the Ladas of the past.
But none of them are as striking as the sportscars hidden behind the factory
gates.
Commercially viable?
The cars are made by Marussia Motors, a small company that employs less than
300 people.
Marussia car The showroom in central Moscow is buzzing with prospective buyers
It is run by Russian showman-turned-racing-driver-turned-entrepreneur, Nikolai
Fomenko.
With a price tag of about 86,000, Marussia is the first luxury sportscar
produced in Russia.
The company likes to think of Ferrari and Lamborghini as its rivals.
Beyond the shapely curves of the cars, Marussia Motors has also taken on a
similar swagger to that of the Italian sportscar companies.
In early November, it acquired a controlling stake in the Virgin Racing Formula
1 team, a move it hopes will help promote its brand and drum up business for
its two models, B1 and B2.
It is a bold move for sure, though industry observers, both in Russia and
abroad, remain unconvinced Marussia Motors is commercially viable.
"We still don't have much information about the cost effectiveness, sales and
production costs of the company," says Oleg Datskiv, head of the the Russian
motoring website Autodealer.ru.
Start Quote
At least now we can show that we're capable of making good cars
End Quote Nikolai Kachurin Top Gear Russia
"Nor do we have transparency about real and prospective buyers."
Climbing into a shiny blue Marussia, Mr Fomenko brushes off such criticism.
"Being spontaneous is crucial," he grins as he turns the ignition key.
"Right now, everything's looking great," he shouts over the roar of the engine.
"We already have a lot of orders; a lot more than the 300 cars we're planning
to produce over the next year."
Luxury and sports
Without further notice, the car leaps forwards, quickly gaining speed.
"We can get up to 100km/h in 3.5 seconds," he boasts loudly.
Marussia car The sleek car seems oddly out of place at the old Moscow
Soviet-era factory
"You want 300 kilometres an hour? No problem. How about 340 kilometres?"
Mr Fomenko is clearly proud of the company, not least because all of it -
except for the British-built Cosworth engine - has been designed and is being
built in Russia.
Good aerodynamic qualities and extreme speed are among Marussia's key
attributes. It has been designed without door handles and one of the models has
no exterior mirrors to help reduce drag.
Instead of mirrors, the car is kitted out with outside video cameras that
transmit directly to the LCD screens inside the car.
Start Quote
Here at Marussia, there are only Russian employees, young people with ambition
End Quote Nikolai Fomenko CEO, Marussia Motors
Mr Fomenko insists Marussia is perfectly safe, as it has been made from three
detachable parts, just like an F1 car.
But comfort and luxury are vital too, says Mr Fomenko.
"I am not sure that you can sit in a traffic jam in a Ferrari Enzo or
Lamborghini Murcielago, but in our car you can," he says, pointing to the car's
entertainment system, which is equipped with music and film selection, a web
browser, Bluetooth and Skype.
Marussia Motors has ambitious plans for the near future.
"In three years, we would like to produce about 1,500-2,000 of these cars a
year," says Mr Fomenko.
"Soon other models will appear as well.
"In March, there will be a seven-seat sports utility vehicle (SUV), and [at
some point] there will also be an electric car."
A step forward?
Nikolai Kachurin, editor in chief of Top Gear Russia, says the project has a
lot of potential, being strikingly different from all other Russian-made cars.
"We're all used to making fun of the Russian automotive industry, calling our
Ladas unappealing names," he says.
"But the appearance of a good, expensive Russian supercar is a great step
forward.
"At least now we can show that we're capable of making good cars."
Lada Marussia looks nothing like the Soviet-era Lada
The car already seems to be generating a lot of interest.
The company's showroom in central Moscow is buzzing with prospective buyers.
The place is rather small, but classy. With just the right lighting, you can
spot the shiny red Marussia on display from the other side of the busy street.
"Until very recently, the phrase 'Russian supercar' seemed completely absurd,"
says a young bank worker, Artyom, as he circles around the car, almost
predatory.
"But here we see a beautiful Russian-made car. As a consumer, I am always glad
to see such products on the domestic market.
"It's heart-warming that the Russians are capable of producing something that
nice."
Niche business
This is a niche business, with buyers eager to show off their wealth and
glamorous lifestyle, so in some ways making this venture a success might be
easier than running a giant car firm such as AvtoVaz.
Start Quote
Marussia... is just like all the other Russian things; the balalaika,
matryoshkas, vodka and caviar
End Quote Oleg Datskiv Autodealer.ru
But even low-volume niche carmakers have to sell their cars.
For that, smart advertising is key.
Mr Datskiv from Autodealer.ru says Mr Fomenko's former career as a singer and
actor has equipped him with just the right combination of talents and contacts
to promote his company.
For instance, Marussia Motors' recent acquisition of a controlling stake in
Richard Branson's Virgin Racing Formula 1 team was probably about more than
just racing enthusiasm, he reasons.
"It is incredibly expensive to advertise the car in every single country of the
world," he says.
"The F1 deal solves this problem perfectly.
"There are people all over the world who love racing and who will be sitting in
front of the TV watching a Grand Prix, seeing Marussia Motors' logo on the
racing car and listening to TV commentators mention Marussia Virgin, from
Russia.
Marussia on the race track Marussia hopes its conection with the world of
racing will attract customers
"It is not even that important whether the team wins or not, as the primary
goal is to publicise the brand to find potential buyers for the car."
The move into F1 racing could also be seen as a political one, aimed at
creating a Russian team ahead of the first ever Russian Grand Prix in Sochi in
2014.
And then, of course, there is the so-called "Russia factor" that could play in
Mr Fomenko's favour.
"Marussia could appeal to people who buy sportscars to be unique," says Mr
Datskiv.
"For them, Marussia, with its Russian-sounding name, is just like all the other
well-known Russian things; the balalaika, matryoshkas, vodka and caviar."
Soviet heritage
So will Marussia lead the way and result in more Russian carmakers emerging?
"I really hope there will be other companies," Mr Fomenko says.
"We really need it. We need competitors. It's not easy [to get there], it's not
quick, but we're doing our best.
"Here at Marussia Motors, there are only Russian employees, young people with
ambition.
"So I'm sure Russia will get there in the end."