The article identifies the current approaches and describes some promising attitude of promoting new domestic automobiles (cars), both by means of classical and modern branding. The proposed attitude is based on optimization of marketing and technological goals of production and sales process of a complex long-duration good conducted under premium domestic (Russian) trade mark (brand). As a methodological basis, the article uses a framework of the Volga Siber brand concept positioning, presented by the National Guild of Marketers for the release of a Russian e-class car in 2008. As well the current statistics and sociological assessment has been taken into account in this research. The article describes the entity and the main features of the target group of consumers of e-class car, methods of optimizing the quality of branding for an e-class long-duration good, car, produced under a Russian trademark.