Hyundai, Kia Preparing To Return To The Russian Market?

In signs that some businesses are preparing to return to the Russian market, South Korea’s auto giant Hyundai has registered at least eight new trademarks with Russia’s intellectual property service, Rospatent, this month.

The filings suggest that Hyundai could be preparing for a return to the Russian market. The new trademarks grant the company the right to manufacture and sell a wide array of vehicles in Russia, from passenger cars to buses, tractors, and heavy trucks. The registration also covers key auto components, including tyres, shock absorbers, engines, and wheels.

Hyundai suspended operations in Russia in March 2022 after the introduction of sanctions against Moscow, related to the Ukraine conflict. The manufacturer cited the resulting difficulties with parts supplies as the reason for its decision.

The registered Russian patents reportedly include a range of models, such as Hyundai H-1, N Performance, N Line, Hyundai Axis, Eleccity, Xcient, Hyundai H100, and Hyundai Coupe. The variety of names points to potential activity across both commercial and passenger segments, including performance and luxury sub-brands.

The rights to use the Hyundai trademarks in Russia will remain valid until 2034, according to the filings. A similar move was previously made by another South Korean automaker, Kia, which has filed at least six trademark applications with Rospatent.

Hyundai and its affiliate Kia, once among the three best-selling car brands in Russia, joined a mass international corporate withdrawal amid Western pressure and Ukraine-related sanctions on Moscow.

Hyundai Motor Group sold 100% of its Russian assets, including its St. Petersburg plant, for a symbolic ₽10,000 (US$123), while securing a buyback option valid for two years. It means the group must make a decision on restarting production at the facility before the end of this year.

Other major foreign brands have also been positioning themselves for potential reentry and asset reacquisition in Russia.

Last month, LG Electronics confirmed it has resumed operations at its home appliance plant in Moscow, which produced washing machines and refrigerators. Italian household appliance manufacturer Ariston also recently announced its return to Russia after exiting the market in 2022.