Nobody Wants Putin’s Luxury Limousine? Russia Slashes Aurus Price by $130,000 Amid Sales Collapse

Russian luxury automaker Aurus has reportedly reduced the price of its Senat limousine, a model used by Russian leader Vladimir Putin, by 10 million rubles (approximately $130,000) in an effort to increase sales before the end of 2026.

According to The Moscow Times on November 2, citing Russian Telegram channel Mash, the price of the Aurus Senat has fallen from 50 million rubles (approximately $650,000) to 40 million rubles (approximately $520,000), representing a 20% reduction.

The discount is reportedly intended to help the manufacturer move closer to its annual sales target. Dealers have also warned prospective buyers that the vehicle’s price could rise to 52 million rubles (approximately $676,000) in 2027.

Meanwhile, Aurus is accepting advance orders for an updated Senat model scheduled to enter the market between April and June 2027. The redesigned vehicle is currently available for preorder at 49 million rubles (approximately $637,000), although its starting price is expected to increase to at least 55 million rubles (approximately $715,000) following its official launch.

The Aurus brand was established as part of Russia’s government-backed Kortezh project, launched in 2013 to develop domestically branded luxury vehicles for senior state officials.

The project, developed by Russia’s Central Scientific Research Automobile and Automotive Engines Institute (NAMI) in cooperation with Sollers, received approximately 12.4 billion rubles (around $161 million) in funding.

The Senat limousine made its public debut during Putin’s presidential inauguration on May 7, 2018. Serial production began in May 2021 at a manufacturing facility in Yelabuga, in Russia’s Republic of Tatarstan, which was initially advertised as capable of producing up to 5,000 vehicles annually.

However, despite being promoted as a Russian-made luxury automobile, the Senat relied extensively on imported components.

According to The Moscow Times, the manufacturer continued sourcing vehicle bodies, sensors, electronic controllers, switches, welding equipment, and other components from South Korea, China, India, Türkiye, and European Union countries until at least 2023. Commercial demand has remained limited, partly because of the vehicle’s high purchase price.

In June 2026, reports emerged that Aurus could shut down its Yelabuga production facility by the end of the year due to weak demand and high manufacturing costs. Despite an initial production target of 5,000 vehicles annually, actual output remained far below expectations, raising concerns about the long-term viability of Russia’s flagship luxury car project.

Help us understand what you already know

Join United24 audience survey