The Soviet People’s Car: The Enduring Legacy of the Lada

It was the peak of the Cold War. Scientists on both sides of the Atlantic were building bigger and more powerful rockets. The Soviet Union had just sent the first human to space. Space was the next frontier. Cars, by comparison, seemed archaic. Yet, for the USSR, a Soviet mass-produced car was more than just a vehicle; it was a matter of national pride.

In 1966, the Soviet government entered into a partnership with the Italian car manufacturer, Fiat, to create the Lada. The partnership represented a rare instance of technological cooperation between the USSR and a Western company. This collaboration allowed the Soviet Union to acquire advanced automotive technology while maintaining the appearance of self-sufficiency. It embodied the USSR's commitment to self-sufficiency and technological prowess. The car was a testament to the Soviet Union's ability to develop and manufacture consumer goods that could stand alongside those from the West.

Modelled on the Fiat-124, the result was the Lada 2101. The Lada 2101 underwent extensive modifications to better suit Soviet conditions. The car was redesigned with a more robust suspension system to handle the rough and often unpaved roads of the USSR. The body was reinforced to withstand the extreme cold of Soviet winters, and additional rust protection was applied to counteract the effects of road salt and harsh weather conditions. The Lada also featured a simplified engine and mechanical components to facilitate easier repairs in the harshest environments, where access to advanced maintenance facilities might be limited.

The first Lada rolled off the AvtoVAZ manufacturing line in 1970. Unlike the Model T, it came in two colours, blue and red - the colours of the RSFSR flag. The car was an instant hit. The keys to its success were its affordability, reliability, and simplicity. Even when it did break down, it could easily be repaired by its owner in their own garage. The wait list was several years, unless you knew someone high up in the government. Despite the wait list, AvtoVAZ launched its first advertising campaign later that year. The results are simply spectacular.

Lada Advertisement, 1970s. Credit: Lada Archive

A Car for the People, By the People

The Lada 2101 became a cultural icon in the Soviet Union. As an affordable and accessible vehicle, it allowed millions of Soviet citizens to experience car ownership for the first time. The Lada's reliability and ease of repair endeared it to the people, and its impact on Soviet society was profound and far-reaching.

The Lada's influence extended beyond the roads into literature, film, and music. Vladimir Vysotsky's 1972 song "Dialogue by the TV" humorously referenced the long waiting times: "I've been in line for a car for five years, but it's not a waste - I'm saving up!" The 1979 Soviet comedy film "Garage," directed by Eldar Ryazanov, used the distribution of garage spaces to highlight the Lada's role in Soviet society and its economic complexities. In literature, Viktor Pelevin's "Omon Ra" featured the Lada as a symbol of both Soviet achievements and limitations.

Other nations had similar iconic vehicles. Germany's Volkswagen Beetle, designed as the "people's car," symbolised the country's post-war economic miracle. Italy's Fiat 500, introduced in 1957, represented its economic renaissance and La Dolce Vita era. Britain's Mini, launched in 1959, captured the spirit of the 1960s. These cars, like the Lada, transcended their roles as a means of transportation to become cultural icons.

A Rural Car for the People: The Lada Niva

A year later, the designers at AutoVAZ were given the directive by the Premier of the Soviet Union to design a truck for rural areas. Like the original Lada 2101, the Lada Niva’s clamshell hood and rear three-quarter section leaned heavily on another Fiat, the 127. Before entering production in 1977, the Niva was put to the test. It was driven through the Ural Mountains, across the barren and lunar landscapes of Siberia, as well as vast deserts of Kazakhstan. It not only survived, but thrived.

Following in the footsteps of the original Lada 2101, the Niva was also a hit, capturing more than 40% of Europe's 4x4 market. The Lada brand became one of the Soviet Union’s most profitable and renown exports; a rolling ambassador of Soviet ideology. The cars which were “made for export were of superior quality compared to those made for the Soviet market”. They were made of thickened metal, had a reinforced transmission and a better battery. The export of Lada vehicles to other countries like Cuba, India, and Egypt and Eastern Europe, also served as a form of soft power. It helped to extend Soviet economic influence and the presence of Lada cars on the streets was a visible reminder of their ties to the Soviet Union.

The Lada outlived the Soviet Union. Not just the cars manufactured during the Soviet reign, but the brand too. With more than 20 million vehicles sold worldwide, even today it commands 20% of the Russian passenger car market share. “In 2002, it was awarded zero stars out of a possible four by the Russian ARCAP safety-assessment program. The reviewer noted the very rugged body of the car as the only positive aspect in terms of safety.” The brand was bought by Renault in 2017, who plan to revamp the brand. In May 2022, following the Russian invasion of Ukraine, Renault sold its controlling stake in the company to the state-owned entity NAMI for a symbolic one rouble. After the sale, the production of newer models, which included many foreign components, were halted due to international sanctions. As a result, it was reported that Lada shifted to producing vehicles without airbags. Despite these setbacks, the Lada's legacy endures.

As a personal note: I drove a Lada Niva in the Caucasus Mountains in the North of Azerbaijan. It is hands-down the most entertaining vehicle I've ever driven.