Hyundai files trademark for Secure+ auto insurance

Hyundai Motor Company has filed a new trademark application for Hyundai Secure+, signaling another move into branded insurance offerings tied to its vehicles.

The application, filed on January 21, 2026, covers insurance services, including the underwriting and administration of property and casualty insurance. The filing explicitly references automobile insurance providing coverage for property damage and third-party liabilities.

Hyundai Secure+ is currently listed as an intent-to-use service mark, indicating the offering has not yet launched.

Separately, Hyundai’s landing page highlights Root Insurance as an app-based auto insurance option, emphasizing potential savings, in-app policy management, roadside assistance, and fast claims filing. Hyundai’s insurance affiliate only receives a marketing fee for this promo.