AVTOVAZ registered the trademark “It’s possible, but why?” following the controversial phrase
Russian automaker AVTOVAZ has registered the trademark “It’s possible, but why?” The application was approved on September 9, according to Russian media reports citing data from Rospatent.
Under the new brand, the company will be able to operate across a range of sectors. Specifically, this includes the production of automobiles and auto parts, clothing and footwear, leather goods, and toys.
In addition, the trademark covers printed materials, non-alcoholic beverages, and beer, as well as activities such as advertising, film production, and television programming.
The name of the new trademark comes from a phrase that became well-known after an interview with an AVTOVAZ representative.
The phrase “It’s possible, but why?” was uttered by Oleg Grunenkov, head of new vehicle projects at AVTOVAZ, during a conversation with blogger Amiran Sardarov.
This was Grunenkov’s response to the question of whether AVTOVAZ could produce cars similar to BMWs.
The phrase quickly gained popularity on the Russian internet and became a meme.
After registering the phrase, AVTOVAZ obtained the right to use the name “It’s possible, but why?” for a wide range of goods and services.
Thus, what began as a meme—a phrase uttered in response to a question about the possibility of producing BMW-level cars—has now officially become a registered trademark of the Russian auto giant.
As a reminder, Russian automaker AvtoVAZ plans to reduce production volumes due to weak demand for its cars abroad. Company President Maxim Sokolov announced that the targets for 2026 will be revised. Initially, the company expected to produce 400,000 cars, of which about 30,000 were planned for sale in foreign markets. However, due to export difficulties and low demand, these plans will have to be adjusted.
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Mercedes-Benz is urgently recalling more than 140,000 cars
As a reminder, the Chinese Jaecoo 7 crossover topped new car sales in the United Kingdom in March 2026.
