Russia’s July sales figures make for encouraging reading – up a healthy 48% – although it seems a fair bet August will struggle massively to match them.

July may well represent one of the high-points of the year as Russia is currently engulfed in some of the worst fire storms ever seen in the country.

The ponderously-named Association of European Businesses Automobile Manufacturers Committee (AEB AMC) is putting a brave face on it, but accepts “extreme temperatures and fires” will have an effect on August and even September numbers.

In a country renowned for ultra low thermometer readings, the extraordinary sight of fires swallowing vast amounts of forest and land has prompted some automakers to suspend production as employees faced potential breathing difficulties.

“Today [11 August] is the first day we do not have any smoke here in Moscow,” an AEB spokeswoman told just-auto. “The skies are clear but it is not over yet.

“As soon as the wind changes, Moscow will be in smoke again.”

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The scale of these fires should not be underestimated. Mortuaries in Moscow are reportedly almost entirely full with the elderly particularly vulnerable to the dense smoke that is choking the capital – as well as many other cities in Russia.

The mercury soared past 40 degrees Celsius recently, posing practical problems for car dealerships hoping the holiday period would tempt buyers into showrooms.

But with government advice to stay indoors and pictures of those venturing out hurrying from shop to shop wearing face masks to avoid inhaling smoke particles, buying cars is probably the last thing on consumers’ minds.

The Moscow International Automobile Salon 2010 starts later this month. With the fires hopefully well and truly out, the show will be a vital kick start to ensuring customers start thinking about visiting those showrooms again.