AvtoVAZ registers 'Can, but why?' as trademark

AvtoVAZ registered the trademark 'Why not? Why not?'

Consensus

AvtoVAZ registered the trademark 'Можно. А зачем?'
The phrase was spoken by Oleg Gruenkov, head of new vehicle projects at AvtoVAZ
The phrase became a viral internet meme
The trademark was approved on 9 September 2026
The registration is valid until 17 February 2036
The trademark covers cars, spare parts, clothing, footwear, leather goods, non-alcoholic beverages, beer, toys, printed materials, advertising, film and TV production

The phrase became the most popular meme in the first quarter of 2026 and received over 290,000 mentions according to Brand Analitics — kommersant
Gruenkov made the statement during an interview with blogger Amiran Sardarov, in response to a question about creating a competitor to the BMW 5 Series — vedomosti
AvtoVAZ produces seven Lada model families: Vesta, Largus, Granta, Aurora, Iskra, Niva Legend, and Niva Travel — vesti
AvtoVAZ plans to launch several thousand new Lada Azimut crossovers by the end of the year — vesti
The average price of Lada cars in Russia is around 1.5 million rubles, with flagship models like Vesta or Aura selling for slightly over 2 million rubles — vesti
The average price of other brands exceeds 3.5 million rubles — vesti
AvtoVAZ aims to maintain a 25% market share in Russia — vesti
On 15 July, Rospatent accepted a registration application for the trademark 'Dukh Ankoridzha' (Spirit of Anchorage) under the third class of the international classification — vm