AvtoVAZ is building up its brands – Kommersant FM
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AvtoVAZ decided to acquire a new trademark. A subsidiary of the Avtozavod St. Petersburg concern, a former Nissan plant, submitted an application to Rospatent to register a new brand. Its emblem is a stylized letter X, which is inscribed in an oval, in voluminous black and gray and flat black and white versions.
In 2023, the same plant began producing the Lada X-Cross 5 crossover, which is one of the Chinese FAW crossovers, but with the logos of the Russian brand. However, this model never became production. What cars can the St. Petersburg company produce under the new brand? And how successful is its logo?
Auto expert Ivan Zenkevich, in a conversation with Kommersant FM, criticized the new emblem and believes that Chinese cars will continue to roll off the assembly line: “X is absolutely scary. Visually, it’s just another Chinese thing, and it looks like it’s from 1996. I don’t see anything fresh or new in this logo. The oval is standard, which can fit both a Zhiguli and any Chinese car. In general, for the emblem – a deuce.
It is also clear what they will produce near St. Petersburg – some kind of next “Chinese”. Whether it is Chery or Dongfeng does not matter, because for the most part the cars are almost the same. If they start developing something of their own on the basis of this “Chinese”, it will be good. Wait and see. Knowing the tendency that it’s easier to take someone else’s, remake it, stick a nameplate on it and say it’s ours, and then do nothing, I don’t expect much.”
AvtoVAZ’s subsidiary indicated in its application for a new trademark that it covers a wide group of goods and services, which includes cars, including unmanned and sports cars, various spare parts, repair and maintenance of vehicles, tuning, as well as toys and Christmas tree decorations .
In the emblem of the next brand, its probable name is partially guessed, emphasizes Igor Morzharetto, partner of the analytical agency Avtostat: “As for the icon that looks like X, I can assume that the new brand will not be Lada or the maiden name of the Chinese manufacturer. Now many Chinese manufacturers want to enter our market under a new name. The classic option is Sollers, which assembles commercial equipment from a Chinese company under its own brand.
AvtoVAZ has apparently decided to create its own separate brand for a line of localized foreign cars that will be produced under license.
This is a normal marketing ploy. This X brings up the idea that perhaps the brand will be called X-Cross. The fact is that there was such a pseudo-crossover car in the AvtoVAZ model range, then the X-Cross 5, also a pseudo-crossover, was supposed to appear. Now, perhaps, there will be a separate line called X-Cross. Why not?”
The AvtoVAZ press service refrained from commenting. But it is the participation of the Russian auto giant that will make it possible to simplify the service for new cars, says Maxim Kadakov, editor-in-chief of the Za Rulem magazine: “This can be called a sub-brand, but AvtoVAZ will even stay a little away from it.
There is an independent enterprise that concludes contracts, which has its own PR, marketing, and distribution. The cars will be sold at Lada dealerships, and they will be assigned a specific place. By the start of production of these cars, as was the case with the X-Cross 5 crossover, complete documentation in Russian will be prepared.
This applies to technological maps for maintenance, consumables, etc. That is, it will be a full-fledged product, cars that you can safely buy and be sure that there will be spare parts and trouble-free service for them. Since there are many Lada dealership centers throughout the country, residents of all regions can buy these cars.”
In early January, AvtoVAZ President Maxim Sokolov said that the company plans to launch a new automobile brand in 2024. He did not disclose the details of the project, but from the automaker’s presentation it is known that cars in the compact and mid-size segments will be produced under it. Moreover, they will be assembled under license, that is, the new product will not be the domestic auto giant’s own development.
Everything is clear with us – Telegram channel “Kommersant FM”.
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