The launch of the new Russian automobile brand, Tenet, marks a significant event for the Kaluga region and the broader automotive industry, as production is set to commence at the former Volkswagen plant.
On February 12, it was announced by the Governor of the Kaluga Region, Vladislav Shapsha, accompanied by representatives from AGR Holding and the Chinese company Defetoo, who signed an agreement to establish a technological partnership focused on automobile production under the new brand.
Shapsha emphasized the importance of this development, stating, "A new Russian automotive brand has been born in Kaluga. This is significant not only for our region but for the entire automotive industry of the country." The governor highlighted the brand’s alignment with local needs, declaring them to be “reliable, comfortable, and technological,” emphasizing their suitability for Russian conditions.
The production at the AGR facility is slated to begin serial manufacturing of Tenet vehicles by the second quarter of 2025. Initially, the cars will be assembled through large-scale assembly operations. Shapsha confirmed, "Preparations for launching production are currently underway," hinting at significant advancements underway at the facility.
The assembly process is not only about getting vehicles on the road but setting up for future growth. The current partnership aims to transition from large-scale assembly to full-cycle production, which will integrate all aspects of manufacturing, including welding and painting, indicative of the brand's ambitions.
Speculations around the first model suggest it will closely resemble the Chery Tiggo 7, with additional models being variants of the Tiggo series including the Tiggo 4, Tiggo 7 Plus, and Tiggo 8 Pro Max, reflecting the ambition to create vehicles familiar to Russian consumers.
The partnership agreement encompasses establishing a unified research and development center and the development of local supplier clusters, aimed at fostering high localization of components used in the vehicles. "The agreement ensures collaboration on creating comfortable and safe cars built on advanced modular platforms," as detailed by AGR's press release.
By creating such partnerships and fostering local manufacturing, Tenet aims to not only introduce new vehicles to the market but also bolster the economy of the Kaluga region, increasing production capacities and contributing to local taxation.
The initiative has been well received, with automotive observers noting, "Realistically, the new Tenet is primarily based on Chery platforms, which answers the question of innovativeness succinctly." This points to the need for brands like Tenet to substantiate their unique value propositions amid increasing competition.
Nevertheless, the gradual integration of local suppliers and planned increase of production capabilities aims to establish Tenet as more than just another player—the goal is to compete within the local market effectively.
Overall, the launch of the Tenet brand is seen as part of Russia’s strategic move to revive its domestic automotive industry, capitalizing on previous manufacturing capabilities and embracing opportunities to innovate with upgraded technologies.
With the momentum building and production slated to ramp up within the year, all eyes will be on Tenet to deliver on its promise and deliver high-quality vehicles to the burgeoning Russian automotive market.