Tendron de bœuf is the traditional name in France. Elsewhere, butchers sell the same piece — or a close cousin — under a different name.
Adjacent area — both are plate-rib cuts, but tendron is the cartilage end (for braising), Asado de tira is the cross-cut bone-in section (for grilling).
Adjacent primal; tendron sits between the brisket and the rib cage.