AvtoVAZ has filed an application to register the Lada Business trademark: the documents were submitted to Rospatent in March 2026, according to the agency's data.
According to the application, under the new brand the company plans to sell cars and spare parts on the Russian market, as well as provide vehicle repair and rental services. AvtoVAZ does not disclose which specific models or projects will be launched under this name.
The news quickly spread online, and users reacted with irony. Some suggested not stopping there and registering Lada Luxury as well. Others went further and proposed alternative names in Russian: "Boyarin," "Kupets," "Tselovalnik." There were also those who saw the English name as contradicting patriotic rhetoric — since they apparently "couldn't find any words in Russian."
The name itself points to the corporate segment: a separate brand for working with legal entities is standard practice among major car manufacturers. For example, Volkswagen has VW Commercial Vehicles, and Ford has Ford Pro. In Russia, corporate sales traditionally account for a significant share of the mass-market brands segment: taxi fleets, car sharing, government procurement, and company fleets create steady demand specifically for budget cars.
Read more materials on the topic:
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