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Volvo changes 'Iron Mark' logo to fit with the times

Volvo's first car debuted in 1927, bearing the Swedish automaker's now-famous "Iron Mark" logo of a circle with an arrow pointing to the upper right. For 73 of the 94 years since that Volvo OV 4 open carriage, the company's been represented graphically by four versions of a two-dimensional-looking logo, either a colorful oval that looks like a sandwich shop sign, or the Iron Mark logo, or just script. From 2000 to 2020, that Volvo cars trademark has changed four more times (plus once for Volvo trucks), Volvo creating three versions of a 3D-looking Iron Mark with a blue bar across the middle containing the script, and in 2020, changing the font of the script. Now that's it's 2021, it's apparently time for another overhaul. Visitors to Volvo's Facebook page realized Volvo changed its profile picture to a new and very flat version of its Iron Mark. This isn't the revolution everyone's making it out to be. When Volvo debuted its last new Iron Mark in 2015, one of the Swedish ad agencies that created it wrote, "The logo has been simplified in its purest form and conveys the brand’s vision: to be the world's most progressive and desirable premium car brand." Thing is, the agencies created two versions of the logo — one in silver with three-dimensional shading that retained the blue crossbar drawn up in 2000, and another in black and white, a solid black circle and attached arrow with a black crossbar bearing white "Volvo" script. The automaker's been using the silver, shaded version everywhere the public would see it. Seems Volvo wanted something even more "simplified in its purest form," though, so it could have simply requested a tweak to the B&W version it's been sitting on for six years.   The question, "Do you like it," probably doesn't matter, because it won't stop anyone from buying the product. Besides, the Volkswagen logo went flat in 2019, Nissan went flat in 2020 and so did BMW, except that its flat roundel is for everything but its cars, and Kia went flat this year — along with Warner Brothers, Pringles UK, and Burger King, that last company seemingly trying to win an award for being plain. Simplicity in two dimensions is the thing now. A Volvo Australia rep told Drive the rollout "will be gradual. [This week] we start by rolling out the updated identity on our main website, main social media platforms and in the new Volvo Cars mobile app.

Best places to get your car maintained and repaired

In this era of rampant inflation and high interest rates, the challenges of acquiring a car or SUV have been well documented. And so it has never been more important to protect that expensive investment by maintaining it. In recent months, Autoblog has shared Consumer Reports' evaluation of the least and most expensive car brands to keep running, as well as tips to prolong a car’s useful life. Especially since the pandemic, a number of factors have impacted these costs: more complex vehicles, new materials and manufacturing methods, a shortage of qualified technicians and replacement parts. Since 2022, repairs costs have jumped each year by about 10 percent. This month, Consumer Reports is offering a useful primer on keeping your ride in great shape, suggesting what might be the best options for searching out a repair shop, depending, as CR says, “on your car and your situation.” Author Ben Preston identifies three basic types of repair facilities: dealership service departments, independently owned repair shops, and chain repair shops. Building up trust with a specific shop and feeling comfortable going there is important. Preston quotes John Ibbotson, chief mechanic at Consumer ReportsÂ’ Auto Test Center: "You might be able to save a few bucks by going to whichever shop offers the cheapest prices, but if you want consistent, reliable service, itÂ’s best to find a repair shop you trust and stick with it,” Ibbotson says. The story goes on to evaluate each type of service facility. HereÂ’s a breakdown of CRÂ’s findings: Dealerships These work well for owners of newer cars, especially for covered warranty work. But the disadvantage is the high labor rates common to dealer service. Satisfaction ratings for dealer service departments range from very good (Acura, Lexus, Mazda, and Volvo) to not-so-good (Jeep and Kia). Dealers are best for: Fixing infotainment system glitches: "If the screen in the center of your dash has a habit of freezing up, or the touchscreen-activated climate controls arenÂ’t working, the dealership is the most likely place to find someone with the know-how to fix problems that maybe only a factory-authorized technician can access," Ibbotson says. Safety system recalibration: "Anything from a crack in your windshield to a minor fender dent can upset the calibration of the sensors that make features like automatic emergency braking and adaptive cruise control work," says Ibbotson.

Volvo to complete concept car trilogy in Geneva

Volvo went through some doldrums around the same time it was bought by Geely, but it proved that it was back when it unveiled the P1800-inpsired Concept Coupe last August at the Frankfurt Motor Show. It followed up with the sleek Concept XC Coupe crossover (pictured above) in Detroit that echoed the next-generation XC90. Now, the Swede is readying one more concept to bring the trilogy to an end, and act as the centerpiece of its display at the Geneva Motor Show in March.
There are no images of the new concept yet, not even a teaser, but Volvo says that like the other two, it's designed by Thomas Ingenlath and shares common design elements. Since it has already imagined a future coupe and crossover, maybe the concept is a sedan. Volvo has confirmed that it rides on the modular Scalable Product Architecture platform that is being used on multiple future production models and uses its new Drive-E four-cylinder engine family.
The Concept Coupe and Concept XC Coupe will be on display with the new concept in Geneva so that visitors can get a complete idea of Volvo's future. Hopefully, the company has finally righted the course and is ready to compete on the world stage again. Scroll down to read Volvo's few details about the new concept.