Lada 2103 Automatic in the Netherlands: Rare Soviet Export Luxury
AvtoVAZ used to run surprisingly upbeat and witty commercials in Western markets – word has it this spot was aired on Dutch television :-). And alongside the retro ads, the Netherlands also produced genuine automotive rarities, such as a luxury export-spec 1977 Lada 2103 (VAZ-2103) equipped with an automatic transmission.
Rare 1977 export Lada 2103 Automatic imported from the Netherlands
This emerald-green beauty was built in 1977 in a limited run of roughly 100 units for European drivers who wanted classic Zhiguli styling with two-pedal convenience. Below is the Dutch TV commercial and the story behind how Soviet exports were adapted for Benelux buyers.
Upbeat Lada TV Commercial in the Netherlands
Western export campaigns leaned heavily on simplicity, durability, and dry humor. In this “Good Old Boys” spot (directed by Amsterdam-based Scottish filmmaker Alexander Paton), Lada is presented with cheerful, tongue-in-cheek charm:
During the 1970s and 1980s, Soviet cars reached the Dutch market through the official importer Gremi Auto-Import in Groningen, working closely with the Belgian joint venture Scaldia-Volga. Thanks to competitive pricing and memorable advertising, Lada became a familiar sight on Dutch roads, peaking at nearly 13,000 annual registrations in the mid-1980s.
The Rare 1977 Lada 2103 Automatic
Back in the Soviet Union, classic rear-wheel-drive Ladas were sold exclusively with manual gearboxes. Western European importers, however, routinely tailored vehicles to local demand: Scaldia-Volga in Belgium fitted Western diesel engines (Perkins or Peugeot-Indenor) for taxi fleets, while in the Netherlands – where local automaker DAF had popularized automatic cars – a small batch of Ladas received an automatic transmission.
Luxury 1977 Lada 2103 interior featuring a 3-speed GM automatic selector
Inside the cabin, everything else matches the top-trim 2103 specification – bright chrome accents, tan vinyl upholstery, round sport gauges, and woodgrain dash trim – except for the automatic floor shifter sitting on the center tunnel.
- Transmission: a lightweight 3-speed GM Strasbourg 3L30 hydraulic automatic (also known as the TH180 / Turbo-Hydramatic 180), manufactured by General Motors France in Strasbourg.
- Production run: around 100 units were built in 1977, aimed largely at older motorists and drivers needing clutch-free operation.
- Collector rarity: because automatic gearboxes were never part of standard mass production in Tolyatti and were installed as a niche export conversion for the Dutch market, surviving examples like this green 1977 Lada 2103 are prized collector pieces today.