AvtoVAZ, the Russia-based carmaker, has filed an application with Rospatent seeking registration for a fresh pair of trademarks. This move, reported by the Business News Agency, signals the company’s intention to broaden its brand portfolio as it positions new models for sale, including anticipated offerings in the northern capital and other regions. The plan envisions production to take place at the former Nissan manufacturing site in St. Petersburg, a facility with a storied history in the Russian automotive landscape. The scale of the project points to a focused effort to refresh the company’s image while maintaining continuity with its domestic manufacturing footprint.
According to the filing, AvtoVAZ intends to deploy two distinct trademarks designed for use on vehicles, signaling a dual-brand strategy rather than a single moniker. The brand rollout is described as being tied to the vehicles themselves, with assembly slated for the St. Petersburg plant. This approach hints at a carefully staged introduction, where branding and product positioning align with regional supply chains and distribution plans while leveraging the proximity of production to key markets in Russia and neighboring regions.
The revelation that AvtoVAZ would introduce a new brand into its lineup emerged earlier in the year, with the information circulating in January 2024. The timing aligns with strategic moves to expand product segments and offer a more varied range of options for buyers who are seeking modern features, reliability, and accessible pricing in a changing market environment. The confirmation of a new branding direction underscores the company’s intent to adapt to evolving consumer preferences and regulatory considerations affecting vehicle branding and model naming schemes.
In terms of product strategy, the company is planning to introduce models in the C and D segments under the new brand. This choice points to a broader aim of appealing to buyers who require space, comfort, and contemporary technology while maintaining practical pricing. At this stage, it remains to be clarified which international partners or suppliers AvtoVAZ may collaborate with to bring these models to market, including potential co-development arrangements, component sourcing, and vehicle engineering collaborations that would bolster the lineup and align with global safety and efficiency expectations.
Looking ahead, the year is expected to feature substantial groundwork for the launch of the new, affordable Lada Iskra model, a car envisioned to succeed the Lada Granta in the company’s entry-level tier. The Iskra initiative reflects a broader strategy to refresh the value proposition for budget-conscious customers, combining modern design cues, updated interiors, and improved fuel efficiency with a price point designed to remain attractive in markets where affordability remains a key differentiator. The project signals a step in AvtoVAZ’s evolution as it seeks to balance heritage with contemporary appeal, ensuring that the model lineup remains relevant across evolving consumer expectations and regulatory landscapes.
In related developments, previously reported news indicated that Lada X-Cross 5 models have begun arriving at Russian dealerships. This rollout demonstrates AvtoVAZ’s ongoing efforts to diversify its SUV and crossover offerings, reinforcing the brand’s presence across multiple segments while ensuring dealers can showcase a range of options to meet different driving needs, from daily commuting to family travel and weekend adventures. The cumulative effect of these moves is a broader, more versatile product strategy designed to sustain demand and provide a more complete line-up for customers in Russia and nearby markets.