Trademark filings are great for seeing what an automaker plans to do next. It’s not foolproof – companies file cases all the time that never see the light of day. Eventually, when there are enough puzzle pieces – leaks, deposits, and spy photos – it’s easy to put them together into something that looks like a working vehicle. Today is not one of those days because a new Hyundai Motor Company patent filing for “Bayon” has puzzled us.
The deposit in the European Union, discovered by TheKoreanCarBlog.com, says the new name is for “Automobiles; sports cars; vans (vehicles); trucks; motor bus; electric vehicles; parts and accessories for automobiles. It’s standard branding language, but it does nothing to inform how Hyundai Motor Co. will use the name. It could be a future Hyundai or Kia model in Europe, which does not help to reduce it. As the post notes, Bayon is the name of the Khmer temple in Cambodia.
We know the automaker is developing a new all-electric crossover for its three brands – we have spy photos – and the Hyundai or Kia model could use that name. Bayon doesn’t fit the luxury brand’s Genesis nomenclature, so don’t expect that. While we’ve seen spy photos for all three, details on the platform remain unknown. Reports suggest the platform is scalable to a variety of battery capacities.
We won’t know what Hyundai Motor will do with the Bayon brand until it uses it. The automaker is developing new products that have a team of planners around the world, taking them from idea to production, and they will all need new names. Bayon could be one of them, or maybe Hyundai has different plans. There’s also a good chance he’ll get stuck on a shelf like so many others often do.