Hyundai Motor Company has pulled off a significant win in Russia, quietly locking down trademark rights to its iconic “HYUNDAI” name. This development not only ensures brand protection in a complex market but also hints at potential long-term strategic plans for a re-entry into the region.
The trademark registration, confirmed by Russia’s Federal Service for Intellectual Property (Rospatent), comes after nearly two years of effort. Despite Hyundai’s complete withdrawal from the Russian market in 2023, the brand has now secured legal protection until July 22, 2025. Under Russian law, unused trademarks face cancellation after three years, making this victory a critical move for Hyundai’s intellectual property strategy.
A Collaborative Path to Success
The process wasn’t without challenges. Hyundai faced an initial rejection from Rospatent due to concerns over consumer confusion with the pre-existing “HYUNDAI” trademark owned by HD Hyundai Construction Equipment. The two companies—linked by their shared legacy but operating independently—collaborated to resolve the issue. Through negotiations and agreements on trademark usage, HD Hyundai lent its support, ultimately convincing Russian authorities to greenlight the registration.
This marks a notable turnaround, as HD Hyundai Construction Equipment had previously secured its own trademark rights in Russia, complicating the process for Hyundai Motor Company.
Protecting the Brand, Preparing for the Future
Hyundai has shown a clear commitment to safeguarding its intellectual property in Russia, filing at least 18 trademark applications in 2023, including those for its Genesis luxury brand and a range of automotive parts and accessories. While there are no immediate plans to relaunch products in Russia, these moves are seen as a preemptive strike against counterfeiters and unauthorized dealers.
Industry insiders point out that Russia’s legal framework adds layers of complexity to trademark protection. “Russia recognizes global rulings from the World Intellectual Property Organization (WIPO), but local approval from Rospatent is essential for legal enforcement,” one expert explained. “Hyundai’s success in navigating this process is no small feat.”
Following a Broader Trend
Hyundai’s efforts align with a broader trend among global brands. Companies like Coca-Cola and Starbucks, which also exited the Russian market in recent years, have taken similar steps to retain control over their trademarks. Such strategies signal that these corporations are keeping the door open for a potential return while protecting their brand equity in the interim.
With its “HYUNDAI” trademark now secure, Hyundai Motor Company has positioned itself strategically, ensuring its brand remains untarnished while hinting at a measured, long-term approach to a market that remains geopolitically fraught yet commercially significant.
