Recent disclosures indicate that Chinese automaker Chery has filed for more than ten brand names within the Russian automotive sector. This information comes from a Telegram channel known as Autopotok, which cites a database published by the Federal Institute of Industrial Property (FIPS). The listing of these potential brands has drawn attention to the company’s broader branding strategy as it operates in the Russian market.
Among the newly registered marks, the names Fatena, Skala, Maxeed, Onives, Innova, Fatena, Jaceer and Jaegoo have been highlighted in the coverage from Autopotok. Reports note that there are no current plans to activate or deploy these brands in Russia, suggesting a precautionary or strategic filing rather than an immediate market rollout. The emphasis appears to be on securing a portfolio that could support future diversification or regional branding if market conditions evolve.
Within the Russian market, Chery has historically marketed vehicles under the Chery, Exeed, and Omoda brands. In late 2023, the company announced an intention to establish a sub-brand focused on hybrid and electric vehicles in Russia, initially under the name Chery NEV. This designation was subsequently modified to Chery Tiggo, reflecting an alignment with a model family already recognized in the region. The Exeed line has also been associated with plans to introduce a subbrand called Exlantix in the Russian context, signaling a strategy to segment product lines for different consumer groups and price points.
In related industry commentary, former Russian Deputy Prime Minister Denis Manturov has addressed questions about branding and legacy automotive brands, including references to the revived Volga name and its potential connections to broader revival efforts in the Russian automotive landscape. These discussions underscore the ongoing interest in how foreign brands, local heritage brands, and new sub-brands may interact as the market evolves and as regulatory and economic conditions shift over time.