Hyundai Registers Three New Trademarks in Russia
Kia Also Files Five New Trademarks
Despite its withdrawal from the Russian market, Hyundai Motor Company has continued to register new trademarks with Russian authorities. Local media outlets are paying close attention to this move, noting that Hyundai's ongoing efforts to secure intellectual property rights could serve as grounds for a potential re-entry into the Russian market.
On May 6 (local time), Russian state-run news agency TASS reported that Hyundai Motor Company recently registered three trademarks?Hyundai ix10, Hyundai ix40, and Hyundai ix50?with the Russian Federal Service for Intellectual Property (Rospatent).
The purpose of these trademarks was registered in relation to automobiles, spare parts, and accessories.
TASS also reported that Kia registered five new trademarks with Rospatent, including 'Kia my mobility,' 'A better way to go,' 'Green light,' and 'Kia edition plus.'
TASS previously reported that in April, Hyundai Motor Company and Kia registered at least eight and six trademarks, respectively.
Until the outbreak of the Russia-Ukraine war in 2022, Hyundai Motor Company and Kia were among the top three most popular brands in the Russian market. In 2021, Hyundai Motor Company and Kia together captured a market share of over 23%, ranking as the number one brand.
However, after the war began and Western countries imposed sanctions on Russia, Hyundai Motor Company's production in Russia was halted due to difficulties in procuring parts. In 2023, the company was forced to withdraw, selling assets such as its Saint Petersburg plant to a local firm for just 10,000 rubles (approximately 140,000 won at the time).
Local media have interpreted these recent trademark registrations as Hyundai Motor Company preparing for a return to the Russian market. However, Hyundai Motor Company maintains that it is only continuing certain operations, such as after-sales service (A/S) for vehicles already sold, and that the prospects for re-entry remain uncertain. Lee Seungjo, head of finance at Hyundai Motor Company, stated during last month's earnings conference call, "For now, we are only maintaining operations for after-sales service of vehicles sold in Russia," adding, "Hyundai Motor Company is not conducting any sales activities in Russia."
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