Russian automotive giant Sollers Auto is about to launch a new localized brand of its own and develop it along with UAZ.
This was told to journalists by the group’s CEO Nikolai Sobolev at the WEF-2022 session. Sobolev said:
We are launching our own brand. Until recently, the only own brand that was in the group’s portfolio was UAZ. UAZ will remain a traditional SUV manufacturer. On most of our new projects, we plan to use and promote the Sollers brand. And in the very near future, I hope we will be able to announce the first projects that we will localize under this brand.
Sobolev also explained the change in strategy:
We have always developed through partnerships, this has been our dogma. But now, for a number of objective reasons, we understand that the old rules do not work, and we need to propose developing new ones.
According to the top manager, the launch of new projects is planned at the facilities of the joint venture of the Russian automaker with American Ford, as well as Japanese Mazda and Isuzu.