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Hyundai Trademarks 'Palisade' And 'Grandeur' Names For New Models

Industry News / 2 Comments

One will be an SUV, but what about the other?

Before an automaker can apply a new name to a vehicle, it has to be trademarked to ensure no other company is already using it. Sometimes trademark requests end up meaning nothing, and other times they result in future models for a car company. According to Auto Guide, Hyundai has filed to trademark the names "Palisade" and "Grandeur" with the United States Patent and Trademark Office. Both names have been filed for use on "automobiles and structural parts thereof," so it seems safe to assume the company wants to use them for future models.

Palisade means a large fence or enclosure, which could be some sort of SUV. Details on this model are slim, but it will likely share a platform with the upcoming Kia Telluride. This would place it above Hyundai's other SUVs - the Kona, Tucson, and Santa Fe - as a sort of flagship model. This new SUV is expected to be revealed sometime next year with a full release in 2019 or 2020. The Grandeur name could signal the comeback of the Hyundai Azera, which was killed off in 2017 after it posted slow sales in a dying full-size sedan segment. The Azera was a very forgettable car, so you're forgiven if you forgot it even existed.

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The Azera was badged as the Grandeur in other markets, so perhaps this could be Hyundai's attempt to rebrand it in the United States. Hyundai likely has access to the wonderful RWD platform used by the Kia Stinger and Genesis G70, so perhaps the Grandeur could take the platform and focus it more on luxury than sport.