Overpriced and Ugly: U.S. customers say they don’t want Bremach Taos/Brio

Russian automaker UAZ has revived the Bremach trademark to launch its “Patriot” and “Pickup” models in North America, rebadging them as the Bremach Taos and Brio. As it turns out now, the Americans aren’t too happy at the news.

Most complaints have to do with the price in one way or another. The Taos starts at U.S. $26,405 and the Brio at $1,500 above that. You could as well throw in another $28,900 and play it safe by getting a Ford F-150 instead. IT does not help that both models are sold in Russia at a fraction of their U.S. price.

Another major criticism has to do with the obscurity of the brand: apparently, hardly anyone knows or cares about Bremach, the military truck business that started in Italy and the USA 1956 and went insolvent in 2018.

Last but hardly least, the North American market is saturated with vehicles that are way more attractive in terms of both design and equipment.

Overall, it doesn’t look like UAZ will be selling many of its cars in the USA. And what do you think about it?