The domestic auto industry has sparked a debate about whether car brands and model names should be written in Latin letters. State Duma deputy Vitaly Milonov voiced this stance in a conversation with a correspondent from socialbites.ca. He argued that Russian marketers often assume Latin branding appeals more to buyers, but he believes Russian names should dominate the market for cars sold in Russia.
He described the issue as a lingering insecurity implanted by Western markets—an assumption that Western labels equate to higher quality. Milonov warned that this mindset is a flawed approach. He questioned the logic of pushing Russian models abroad under non-Russian names when the original local names resonate with domestic buyers and, in some cases, carry linguistic roots tied to Chinese etymology. He suggested that if a company wants to use a Western-sounding label like X-Cross Adidas, that is the company’s choice, but the same logic should apply to Russian names as well. His position is clear: the country should adopt Russian names across its automotive lineup whenever possible.
The deputy also credited Moscow Mayor Sergei Sobyanin with the revival of the Moskvich brand, expressing the view that AvtoVAZ should breathe new life into the Zhiguli model family. He argued that the Zhiguli name held cultural resonance for Russian consumers and should not be abandoned merely for global market convenience. Milonov shared a personal memory of owning a Lada Vesta, noting that friends and he affectionately refer to it as “Zhiguli.” He recalled that the original name proved difficult for foreigners to pronounce, which led to the export name Lada, a signal that the brand had adapted for international audiences. He asked why the original “Zhiguli” designation was dropped and urged a return to the traditional branding that is familiar to domestic buyers.
Recent industry updates have reported the launch of a new crossover model, the Lada X-cross 5, produced at the site of the former Nissan plant in St. Petersburg. The development follows broader discussions about reestablishing recognizable Russian branding as part of a strategy to strengthen the identity of domestic models in the local market and among international enthusiasts who value Russia’s automotive heritage. The move aligns with broader calls to create a seamless connection between a car’s name, its origin, and the cultural story it tells on showroom floors and in marketing campaigns. Supporters argue that consistent naming conventions can reinforce trust, simplify consumer recognition, and help preserve a sense of national pride around homegrown brands.
Analysts note that branding decisions in the automotive sector extend beyond aesthetics. The naming of models affects perception, recall, and the emotional connection buyers form with a vehicle. While global markets may favor names that are easy to pronounce or recall in multiple languages, a strong domestic strategy can reinforce national manufacturing achievements and maintain continuity with a country’s industrial past. In this light, the debate over Cyrillic versus Latin branding becomes part of a broader discussion about how to balance global reach with local loyalty. As automakers assess portfolio branding, the question remains: should a car’s name carry a distinctly Russian flavor, or should it be optimized for international markets using Latin scripts? The answer, many industry observers suggest, may lie in a hybrid approach that preserves cherished local names while ensuring global legibility where it matters most to export customers. This approach would honor tradition without sacrificing accessibility for non-Russian speaking buyers who encounter the brand on highways abroad. The conversation continues as manufacturers evaluate how to align branding with product identity, quality signals, and consumer sentiment in both Russia and outside its borders.