I think it won’t work for him much. Russian domestic carmakers are loosing market every year. It seems like Chevy and Ford cars were more popular in Russia than they were in America for 2008. And all Ladas, Volgas, Chevy and Fords are lossing to japanese& Koreans there too.
Lada did quite well this year only due to an analogue of a Russian cash for clunckers program.
They really need a pretty gal to do the ads, maybe Lada Turner.