AvtoVAZ weighs steering wheel branding on Lada X-Cross 5 amid certification and design considerations
AvtoVAZ is evaluating whether to replace the Chinese FAW emblem on the steering wheel of the Lada X-Cross 5. The company’s chief, Maxim Sokolov, disclosed this during the Innoprom-2023 event, with coverage provided by TASS. The discussion highlighted a strategic choice: maintaining the FAW badge on the wheel could accelerate the car’s time to market, while a full rebranding would require extensive testing and certification that may slow the process.
Sokolov explained that the airbag area, which houses the steering wheel emblem, is a critical component of active safety. Any change to this area triggers a lengthy verification process that includes safety and homologation approvals. The current plan, therefore, involves a careful balancing act between speed to market and certifiable safety integrity.
Looking ahead, AvtoVAZ is exploring cosmetic updates to the steering wheel that would not impact certification requirements. This approach would allow for visual refreshes while preserving compliance and safety standards. Sokolov described the present badge as a neutral nameplate. He also noted that the wheel’s geometry echoes the VAZ emblem from the 1970s, a retro-inspired design element that aligns with AvtoVAZ’s broader branding strategy across new launches. He added that there is nothing inherently wrong with this direction, suggesting a thoughtful nod to heritage while pursuing modernization.
On the manufacturing front, AvtoVAZ has introduced the Lada X-Cross 5, a model closely resembling the Chinese FAW Bestune T7. The unveiling occurred in St. Petersburg, with production taking place at the former Nissan facility in the city. This strategic location choice underscores AvtoVAZ’s approach to leveraging existing industrial assets to bring new models to market efficiently.
In related context, industry chatter has indicated potential collaborations or model expansions, including speculation about Chery-based variants under the Lada brand. While such possibilities circulate in the market, official confirmations have yet to be issued, and the focus remains on the X-Cross 5 and its alignment with regional demand and regulatory requirements. This evolving scenario illustrates AvtoVAZ’s ongoing efforts to balance design fidelity, safety certification, manufacturing pragmatism, and brand positioning as it navigates a dynamic automotive landscape. This background information is based on statements and reports from reputable outlets, including coverage by TASS at the Innoprom event.