AvtoVAZ President Maxim Sokolov explained why the new crossover was named Azimut, and also spoke about who its target audience would be and in what price segment it would be presented.
According to him, the choice of name is a complex and lengthy process.
Any company reserves the name for itself, this process usually takes more than three years. Azimut has been in our collection for quite a long time
He emphasized that this name reflects the ideology, mission and values that the company wanted to put into the car: family, moving forward, travel. The crossover is designed for both city trips and off-road travel, and fully meets the linguistic and emotional expectations of consumers, Sokolov said.
At the same time, the choice of name was confirmed by the company's team: as part of a closed vote among AvtoVAZ employees, whose number in Tolyatti exceeds 37 thousand people, and throughout the group — 47 thousand, the Azimut option was the leader.
Sokolov confirmed that Lada Azimut will become the flagship of the AvtoVAZ model range. Currently, the company's most expensive model remains the Lada Aura, which costs up to 2.9 million rubles. Azimut will be in the «upper bar of the large B+ segment». The new crossover is aimed at a young, active and self-sufficient audience with above-average income.
Read more on the topic:
Head of AvtoVAZ: localization of Lada Azimut exceeds 90%
«Better this way than not moving forward»: Kadakov оценил Lada Azimut
