diff --git a/modules/product/src/Entity/ProductVariation.php b/modules/product/src/Entity/ProductVariation.php
index 2ff85fd40b..a60401995c 100644
--- a/modules/product/src/Entity/ProductVariation.php
+++ b/modules/product/src/Entity/ProductVariation.php
@@ -4,6 +4,8 @@
 
 use Drupal\commerce\EntityHelper;
 use Drupal\commerce_price\Price;
+use Drupal\commerce_product\Event\ProductEvents;
+use Drupal\commerce_product\Event\ProductVariationTitleGenerateEvent;
 use Drupal\Core\Cache\Cache;
 use Drupal\Core\Entity\ContentEntityBase;
 use Drupal\Core\Entity\EntityChangedTrait;
@@ -365,6 +367,12 @@ protected function generateTitle() {
       $title = $product_title;
     }
 
+    /** @var \Symfony\Component\EventDispatcher\EventDispatcherInterface $event_dispatcher */
+    $event_dispatcher = \Drupal::service('event_dispatcher');
+    $event = new ProductVariationTitleGenerateEvent($title, $this);
+    $event_dispatcher->dispatch(ProductEvents::PRODUCT_VARIATION_TITLE_GENERATE, $event);
+    $title = $event->getTitle();
+
     return $title;
   }
 
diff --git a/modules/product/src/Event/ProductEvents.php b/modules/product/src/Event/ProductEvents.php
index a2a2ccb9f1..47aa154cab 100644
--- a/modules/product/src/Event/ProductEvents.php
+++ b/modules/product/src/Event/ProductEvents.php
@@ -182,6 +182,15 @@ final class ProductEvents {
    */
   const PRODUCT_VARIATION_TRANSLATION_DELETE = 'commerce_product.commerce_product_variation.translation_delete';
 
+  /**
+   * Name of the event fired after generating a product variation title.
+   *
+   * @Event
+   *
+   * @see \Drupal\commerce_product\Event\ProductVariationTitleGenerateEvent
+   */
+  const PRODUCT_VARIATION_TITLE_GENERATE = 'commerce_product.commerce_product_variation.title_generate';
+
   /**
    * Name of the event fired when filtering variations.
    *
diff --git a/modules/product/src/Event/ProductVariationTitleGenerateEvent.php b/modules/product/src/Event/ProductVariationTitleGenerateEvent.php
new file mode 100644
index 0000000000..929edc22a6
--- /dev/null
+++ b/modules/product/src/Event/ProductVariationTitleGenerateEvent.php
@@ -0,0 +1,72 @@
+<?php
+
+namespace Drupal\commerce_product\Event;
+
+use Drupal\commerce_product\Entity\ProductVariationInterface;
+use Symfony\Component\EventDispatcher\Event;
+
+/**
+ * Defines the product variation title generate event.
+ *
+ * @see \Drupal\commerce_product\Event\ProductEvents
+ */
+class ProductVariationTitleGenerateEvent extends Event {
+
+  /**
+   * The generated title.
+   *
+   * @var string
+   */
+  protected $title;
+
+  /**
+   * The product variation.
+   *
+   * @var \Drupal\commerce_product\Entity\ProductVariationInterface
+   */
+  protected $productVariation;
+
+  /**
+   * Constructs a new ProductVariationEvent.
+   *
+   * @param string $title
+   *   The generated title.
+   * @param \Drupal\commerce_product\Entity\ProductVariationInterface $product_variation
+   *   The product variation.
+   */
+  public function __construct($title, ProductVariationInterface $product_variation) {
+    $this->title = $title;
+    $this->productVariation = $product_variation;
+  }
+
+  /**
+   * Gets the generated title.
+   *
+   * @return string
+   *   The generated title.
+   */
+  public function getTitle() {
+    return $this->title;
+  }
+
+  /**
+   * Updates the generated title.
+   *
+   * @param string $title
+   *   The generated title
+   */
+  public function setTitle($title) {
+    $this->title = $title;
+  }
+
+  /**
+   * Gets the product variation.
+   *
+   * @return \Drupal\commerce_product\Entity\ProductVariationInterface
+   *   The product variation.
+   */
+  public function getProductVariation() {
+    return $this->productVariation;
+  }
+
+}